Assessing customer orientation using Q methodology

Abstract

This paper reports on the development of the Q-Sample for Customer Orientation (QCO), an innovative approach toward improved assessment of one of marketing’s important constructs. Based on Q methodology, the QCO addresses the inherent subjectivity associated with the customer orientation construct. Q methodology provides a systematic and quantitative means for examining human subjectivity from a position of self-reference, i.e., the individual’s own point of view. Phase One of QCO development and testing is reported. Participants involved a range of students, academicians, and business practitioners. Analysis of Phase One results generated a four-factor solution demonstrating that the QCO is able to identify and meaningfully evaluate different customer orientation types. It was further demonstrated the participants found the QCO experience to be meaningful and engaging. In addition, participant’s Q-sorts were shown to be quite stable over time. Results suggest that Q methodology is an appropriate and viable means of assessing customer orientation and provides a better understanding of the subjectivity associated with the customer orientation construct.