Selling Orientation - Customer Orientation (SOCO)
Marketing & SalesReliability: alpha 0.883 sample items
About this scale
A 24-item measure of salesperson customer orientation vs. selling orientation. Foundational measure in sales-management research.
Sample item(s)
“I try to help customers achieve their goals (CO)”
“I try to figure out which products would be most helpful to a customer (CO)”
“I try to sell as much as I can rather than satisfying customers (SO, reverse for CO)”
Reliability
Reported internal consistency: alpha 0.88. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Foundational measure in sales research.
Source & citation
Saxe, R., & Weitz, B. A. (1982): The SOCO scale: A measure of the customer orientation of salespeople. Journal of Marketing Research, Vol. 19, No. 3, pp. 343–351.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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