Measuring Customer Orientation of Salespeople: A Replication with Industrial Buyers
用全国采购专业人士样本复制SOCO量表，让买家评估销售人员的客户导向，结果与销售人员自评几乎一致，但买家评分显著更低。
A national sample of purchasing professionals was used to replicate the SOCO scale with buyers assessing the customer orientation of salespeople who call on them. The results are almost identical to those obtained when salespeople assessed their own degree of customer orientation, except that buyers’ mean ratings are substantially lower than salespersons’ mean ratings.