Customer orientated leader – contribution to future research

Abstract

Both leadership and customer orientation are widely described in management sciences. As independent cognitive categories, they are a frequent subject of research. Customer orientation is still evolving mainly due to the dynamics of changes in the company's environment. The perception of the company as a system and being at the same time a visionary, a strategist and a decision-maker and having an impact on the employees' subject is responsible for the client's benefits and the creation of its value resulting from building a relationship. This is the role of the leaders in enterprises. The assumption of such an assumption is justified, because in practice marketing orientation means creating a company mission based on values significant for the client, ensuring the participation of all employees in creating growing values for the client and including it in the process of creating value. Nowaday we can talk about a customer-oriented leader. The aim of the study is to identify types of customer-oriented leaders in the commercial and service sector, and to systematize knowledge in terms of leadership and customer orientation. The choice of the sector resulted from the often close and direct relationships that take place in the exchange process. Methods of the research: quantitative studies Computer Assisted Web Interviewing (CAWI), monographic/descriptive method, cluster analysis.