The Customer-Oriented Development of Staff

This research explores customer orientation approach using an example of a clothing and accessories retailer, as well as offers a strategy to raise its level. The object of the research is the professional competence of staff, in particular staff’s customer orientation. Surveys, data systematization and document analysis are data collection methods used in this study. The main purpose of the research is to develop customer-oriented approach in apparel retailer. The objectives of this work are: 1. To systematize approaches to determine the term "customer orientation". 2. To develop a model for evaluation of the level of staff’s client orientation 3. To identify the behaviors and personal characteristics of the staff. 4. To develop a methodology for improving the level of client orientation of the staff and to create a training program to support it. 5. To develop a methodology to assess the effectiveness of the proposed program. The basic theoretical concepts discussed in the work are those of such researchers as a B.D. Dzharovsky, A.K. Kohli, A.P. Bykov, O.L. Lyamzin and others. On the basis of the research it can be concluded about the existence of the interconnection between the level of staff’s client orientation and staff orientation level of the company. Therefore, work with the personnel in the direction of customer orientation is one of the methods of developing company’s customer orientation. Based on this, the research suggests a programme in order to increase the level of staff’s customer orientation including further market research to confirm its effectiveness.