Job Characteristics Model and Customer Orientation

In this book we have discussed in detail the evolution of marketing philosophy over the last century Substantial changes have taken place in the field of marketing as well as other related areas in the organisations to practice customer orientation. As we have pointed out earlier that customer orientation is more difficult to practice the service industry due to unending demands of customers from the service providers. There are some obvious reasons for marketers to become customer oriented since the competition is increasing at a phenomenal rate due to proliferation of a large variety of product or services the Indian market after the liberalization of the Indian economy. A plethora of insurance, banking, retail chains has been established to grab the substantial share of the market from the traditional Indian corporate. In view of this, the existing companies who have not faced competition till 1990's are now facing quiet aggressive marketing and promotional pressure from the multinational companies who have substantial fund at their disposal to pull customers towards their products and services.