by Yuen Ying-kit. / Thesis (M.B.A.)--Chinese Unversity of Hong Kong, 1990. / Bibliography: leaves 80-81. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / PREFACE --- p.v / Chapter I. --- INTRODUCTION --- p.1 / Background --- p.1 / The Computer Industry --- p.2 / Chapter II. --- LITERATURE REVIEW --- p.5 / Definition of Customer-Oriented Selling --- p.5 / The Marketing Concept --- p.7 / Customer-Oriented Selling and Marketing --- p.11 / Chapter III. --- RESEARCH OBJECTIVE --- p.14 / Chapter IV. --- METHODOLOGY --- p.16 / Research Design --- p.16 / Test Instrument --- p.17 / Sampling and Data Collection --- p.19 / Chapter V. --- ANALYSIS AND DISCUSSION OF RESULTS --- p.23 / Reliability of Testing Instrument --- p.23 / SOCO Scores 一 Salespeople vs Customers --- p.24 / Salespeople Variables --- p.27 / SOCO Scores and Salespeople Variables --- p.30 / SOCO Scores and Customer Variables --- p.30 / Chapter VI. --- CONCLUSIONS --- p.40 / APPENDIX --- p.43 / Chapter I. --- Questionnaire before Pretest / Chapter II. --- Revised Questionnaire (English Version) / Chapter III. --- Revised Questionnaire (Chinese Version) / Chapter IV. --- Asian Computer Directory (Sample) / Chapter V. --- Coding Format for Questionnaire on Salespeople / Chapter VI. --- Coding Format for Questionnaire on Customers / Chapter VII. --- Calculation of Coefficient Alpha / Chapter VIII. --- SPSS Statistical Analysis for Salespeople Data / Chapter IX. --- SPSS Statistical Analysis for Customer Data / BIBLIOGRAPHY --- p.80

Liu Yan-Wah. / Summary in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong. / Bibliography: leaves 82-84.