They developed a 24-item scale with two
dimensions (i.e., 12 positively phrased customer orientation
items and 12 negatively phrased selling orientation items) to
measure the extent to which a salesperson seeks to increase
long-term customer satisfaction. Although their research
indicates that customer orientation is related to sales performance,
neither Saxe and Weitz (1982) nor researchers
conducting follow-up studies (i.e., Michaels and Day 1985;
Tadepalli 1995) have investigated the possible determinants
of customer orientation.