CUSTOMER-ORIENTATION AND CUSTOMER-CENTRICITY: A CRITICAL ANALYSIS OF CONCEPTS FOR THE FORMATION AND ASSESSMENT OF CUSTOMER VALUE IN MODERN SERVICE BUSINESS

Viktoriya Kadulich; Ol&#039;ga Esina; Anna Ilina

VAK Russia 5.2.3 UDC 658.89

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CUSTOMER-ORIENTATION AND CUSTOMER-CENTRICITY: A CRITICAL ANALYSIS OF CONCEPTS FOR THE FORMATION AND ASSESSMENT OF CUSTOMER VALUE IN MODERN SERVICE BUSINESS

Published in Trade, service, food industry · Volume 6, Issue 3 · Pages 326–339 · Rubric: Service

EDN: HOXDCK

Received: 06.05.2026 Accepted: 10.06.2026 Published: 28.08.2026

Authors

Viktoriya Kadulich

Ol'ga Esina

Anna Ilina

Viktoriya Kadulich

Siberian Federal University Russian Federation · Krasnoyarsk

Ol'ga Esina

Science rang: docent ; docent

Siberian Federal University docent · kafedra torgovogo dela i marketinga · Krasnoyarsk

Anna Ilina

Siberian Federal University kafedra torgovogo dela i marketinga · Krasnoyarsk

ABSTRACT

Developing a modern service business requires a constant focus on shaping the customer experience and building long-term relationships in an environment marked by intense competition and digital transformation. Customer orientation and customer centricity serve as practical tools both for selecting a development strategy and for diagnosing and designing a business model that enables the transition from operational management of customer service to long-term management of the customer experience. This article is devoted to a comparative critical analysis of customer-orientation and customer-centricity strategies. Such studies help understand how prepared a business is for modern market challenges, why proactive customer-centric strategies contribute to building long-term relationships, and how they become drivers of innovation and growth. The paper examines theoretical approaches to the content of these concepts, identifies their key characteristics, objectives, and principles, and compares these concepts based on their role in fostering effective interaction with consumers. Particular attention is paid to identifying the differences between customer-oriented and customer-centric models based on key criteria: focus, approach, customer engagement, personalization, and company culture; as well as their impact on business processes and company strategy. Based on the study’s findings, key differences between customer orientation and customer centricity were identified, and information reflecting the main distinguishing characteristics of these approaches was summarized. The scientific and theoretical propositions presented in this work define the main conditional constraints that determine the scope of application for specific strategies or combinations of strategies, thereby contributing to increased business efficiency.

KEYWORDS

customer-oriented, customer-centric, customer orientation, customer-oriented strategy, customer-centric strategy

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CUSTOMER-ORIENTATION AND CUSTOMER-CENTRICITY: A CRITICAL ANALYSIS OF CONCEPTS FOR THE FORMATION AND ASSESSMENT OF CUSTOMER VALUE IN MODERN SERVICE BUSINESS

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