The Customer Orientation of Salesperson for Performance in Korean Market Case: A Relationship between Customer Orientation and Adaptive Selling

Abstract

The role of the salesperson has been more highlighted in recent research for company profits and sustainable relationship with customers. This study attempts to classify sales behaviors into a conceptual structure of customer orientation and adaptive selling in order to examine the effect of the customer orientation and adaptive selling on organizational performance and sales performance. The study newly compares the relationship between salespeople’s customer orientation and adaptive selling in terms of the organizational aspect of the organizational delivering market value and the behavioral aspect of individual delivering. Results show that customer orientation affects adaptive selling behaviors of salespeople, and such behaviors affect the salespeople’s organizational identification and their sales performance. However, the effect of their organization identification on sales performance was not supported. This result suggests the need for educational programs which provide the salesperson with opportunities to understand customer-oriented organizational culture. In addition, such programs need to empower salespeople to develop positive corporate identities.

Understanding the Antecedents and Consequences of Service-Sales Ambidexterity: A Motivation-Opportunity-Ability (MOA) Framework

“…In business-to-business (B2B) marketing literature, salesforce performance has been a significant research subject due to the prominence of direct selling in B2B marketing [1]. Effective salespeople contribute significantly to a company's development and long-term sustainability by enhancing sales growth and establishing deep customer relationships [2]. Recently, service-sales ambidexterity has been presented as a novel sort of ambidexterity capable of explaining and forecasting salesperson performance.…”

Sales Control Systems and Salesperson Commitment: The Moderating Role of Behavior Uncertainty

“…Salespersons play the role of immediate interface between the organization and the customers. They contribute significantly to the growth and sustainable survival of companies by generating sales volumes and developing long-term relations between end-customers and companies [1][2][3]. This is especially true for industrial firms, where the sales force is a unique organizational unit that produces output sales [4].…”

The Relationship Between Salesmen’s Emotional Intelligence and Sales Skills in In-Person Sales (Case Study: Salesmen of Commercial Complexes in the Third Municipality District of Bandar Abbas City)

“…Although Forbes magazine reports that more than half of the people working in sales lack key skills; however, professional salespeople can provide a competitive advantage for their company or business by improving long-term relationships with customers that will ultimately improve their performance. Establishing long-term relationships with customers is one of the key goals of companies, both at the micro and macro level (Yeo et al, 2019;Evanschitzky et al, 2012). Some benefits of these type long-term relationships are increased customer satisfaction and loyalty, which ultimately leads to increased sales volume and its profits.…”