Consumer Orientation as a Factor for Satisfying the Clients

Companies with consumer orientation have the opportunity to easier recognize and satisfy the needs of their clients, which combined with a correct offer is a premise for ensuring a desired level of client satisfaction. From the point of view of the business, it is important to determine the consumer orientation, the way it can be measured, and is it justified for the companies to strive to satisfy their clients. The multi-layer character of the consumer orientation requires its conceptualization and operationalisation in the concrete context for a correct measuring of its effect on the client satisfaction. A specific focus in the paper is the considering of the opinion of the managers and employees regarding the consumer orientation and client satisfaction. On this basis the paper studies the presence, direction and strength of impact between these constructs.