Goncharenko Y. Psychological Factors of Customer Orientation for Personnel of Commercial Organizations

The model of customer orientation for personnel of the commercial organizations is worked out. On the basis of empirical research, an insufficient level of development of the main components, constituents and integral indicator of customer orientation for the personnel of commercial organizations is determined. Connection between the customer orientation of commercial organizations and the factors of meso-level (characteristics of the organization) is established: a) psychological (organizational development, type of organizational culture); b) organizational-functional (sphere of activity, form of ownership, number of employees). Connection between customer orientation of commercial organizations and factors of the micro-level (characteristics of personnel) is stated: a) psychological general-professional (communicative, emotional) and special (friendliness in interaction with the customer, ability to take the customer's point of view, etc.); b) organizational-professional and socio-demographic (position in organization, level of education, work experience, age). The author training program for the development of customer orientation for personnel of commercial organizations is developed and tested, its effectiveness being proved.