COS

NEWS

From a scientific standpoint, the COS® is based on the intersection of academic research in three different fields: customer orientation, customer complaint management, and research in implicit social cognition, a field that belongs to both Psychology and Marketing. The COS® was thus developed by relying on the expertise of our Scientific Advisors in each of these domains: D. Gotteland from Grenoble Ecole de Management (customer orientation), W. Sabadie from Université Lyon III (customer complaints), and O. Trendel from Grenoble Ecole de Management (implicit measures).

The construction of the COS® tool followed a typical iterative scientific protocol:

I) Literature Review

• Inventory and evaluation of various theoretical dimensions of customer orientation.
• Compilation of measurement instruments used in the literature.

II) Construction of a preliminary measurement instrument adapted to the specific needs of the COS® (160 questions derived from the literature; integration of an individual implicit measure).

III) Testing of the measurement instrument (validity and reliability): reduction of the number of items and validation of the implicit measurement protocol.

IV) Modification of the initial instrument (80 items; modified implicit measure).

V) Expanded testing of the modified instrument

• Validation of the tool’s qualities in terms of response process (simplicity, understanding).
• Multivariate analyses to verify dimensions, test predictive validity.

VI) Finalization of the COS® tool