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| Scala MARKOR Market Orientation Scale× | Scala di Fedeltà del Cliente× | |
|---|---|---|
| Campo | Gestione del marketing | Gestione del marketing |
| Famiglia | Process / pipeline | Process / pipeline |
| Anno di origine≠ | 1993 | 1994 |
| Ideatore≠ | Ajay K. Kohli, Bernard J. Jaworski, Ajith Kumar | Alan S. Dick, Kunal Basu |
| Tipo≠ | Multi-dimensional organizational market orientation scale | Multi-dimensional behavioral and attitudinal loyalty scale |
| Fonte seminale≠ | Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A Measure of Market Orientation. Journal of Marketing Research, 30(4), 467-477. DOI ↗ | Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113. DOI ↗ |
| Alias | Market Orientation Measurement, Kohli-Jaworski Scale | Behavioral Loyalty Scale, Loyalty Commitment Scale |
| Correlati≠ | 3 | 4 |
| Sintesi≠ | The MARKOR scale, developed by Kohli, Jaworski, and Kumar (1993), measures organizational market orientation—the degree to which an organization actively gathers and uses market intelligence to guide strategy and decision-making. MARKOR captures three core dimensions: Intelligence Generation (collecting customer and competitor information), Dissemination (sharing market knowledge across departments), and Responsiveness (acting on market insights). The scale is widely used in strategic management research to diagnose whether organizations are truly customer-focused or operate in a more internally driven manner. | The Customer Loyalty Scale (CLS) measures customer loyalty as a combination of attitudinal commitment and behavioral intention. Developed by Dick and Basu (1994), the scale distinguishes between behavioral loyalty (repeat purchases) and attitudinal loyalty (emotional commitment), recognizing that true loyalty involves both. CLS captures multiple dimensions of loyalty including repurchase intention, word-of-mouth advocacy, and resistance to competitive offerings. The instrument is widely used in marketing research to predict customer lifetime value and identify at-risk customers. |
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