Paper Title
CUSTOMER ORIENTATION CAPABILITY (COCAP) IN ASEAN CONTEXT – A QUALITATIVE APPROACH

Abstract
Abstract - The aim of this paper is to explore the nature and role of customer orientation capability (COCAP) in the ASEAN Market, highlighting its positive and negative consequences. The study adopts a qualitative approach, utilizing in-depth interviews to collect data. Responses were categorized based on similarities using a reasoning technique. Subjects' feelings and knowledge were monitored during the interviews, with time and place controlled to ensure equivalence. The sample comprised 11 managers from ASEAN. The study reveals various perspectives on COCAP, emphasizing its potential as a hallmark of success, competitive advantage, and business profitability. Factors fostering COCAP include organizational structure, top-level management vision, and organizational policy and culture, while factors discouraging it include short-term orientation, conservative leadership, and absence of a customer-oriented mindset. The paper also discusses the positive consequences of COCAP, such as higher profit, teamwork, and market leadership, as well as its negative consequences, including higher costs and lack of innovation. Overall, the research offers valuable insights into COCAP and its implications, suggesting the need to develop strategies tailored to modern businesses in the ASEAN market. Keywords - Customer Orientation Capability, ASEAN Market, ASEAN Managers, Firm Performance