18
edition). In
fig 2.2.3 we can also see that customer decision process
is one of the driver
of customer orientation.
2.2.2 Strategic Wheel of Services (Rajshekhar; Thomas; Amit: Robert, 2005)
The "strategic wheel of service performance" provides a framework to discuss the
managerial
implications
that
are
forthcoming from an integration of thinking regarding
customer orientation, strategic flexibility, competitive advantage, and service
performance. (Rajshekhar; Thomas; Amit:
Robert, 2005). It follows that the concepts of
relationship
marketing and
customer orientation are closely
intertwined
with each other
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