Customer orientation and buyer satisfaction: The malaysian housing market

This study examines the marketing of a high-involvement product, namely, houses in Malaysia, by focusing on the relationship between customer orientation, an important component of the marketing concept, and buyers' satisfaction. Using multi-item scales to measure these two constructs and employing factor analysis and stepwise regression for data analyses, the results and marketing implications drawn suggest the usefulness of these scales for developing well-defined, comprehensive and strategic marketing plans as well as providing a useful framework for formulating effective marketing strategies to enhance customer satisfaction.