MO is a customer-centric approach (Day 1999) as the firm
needs to have an active interaction and dialog with its
customers (Chen et al. 2012) and is the foundation of the
customer interaction (CI) variable. This interaction can
develop a dialog and deliver undiscovered market information
about the customer, marketplace, and trends. The
CI component of our research is an action oriented component
of MO where meetings, coordinated interactions,
and conversations are instigated by the firm with the customer
to ascertain market knowledge and relationship
development.