Unpacking the Relationship between Sales Control and Salesperson Performance: A Regulatory Fit Perspective

Abstract

The literature examining the effect of sales control on salesperson performance is, at best, equivocal. To reconcile inconsistencies in empirical findings, this research introduces two new types of salesperson learning: exploratory and exploitative learning. Drawing on regulatory focus theory, the authors conceptualize exploratory learning as promotion focused and exploitative learning as prevention focused and find that salespeople exhibit both exploratory and exploitative learning, though one is used more than the other depending on the type of sales control employed. The results also suggest that fit between salesperson learning and customer (i.e., purchasedecision-making complexity) and salesperson (i.e., preference for sales predictability) characteristics is critical to salesperson performance and that salesperson learning mediates the relationship between sales control and salesperson performance (Study 1). Study 2 corroborates the findings using new panel data collected over two waves. The results of this research have important implications for integrating sales control, salesperson learning, and salesperson performance.

SMEs Management Success Determinants and its Implications on Their Performance in South West, Nigeria

“…The work of Sharma et al (2018) claimed that innovation achieved is based on the process adopted supported the researcher's findings on the positive effects of operating systems on SMEs' performance. Also, the works of Katsikeas et al (2018) further align with the findings of this study when they established that a system of exploratory and exploitative learning facilitated firm sales performance. Martniaityle et al (2019) advanced creativity orientated of high-performance work systems and Luciano et al (2018) found that a multi team system (MTS) enhanced organizational performance.…”

Chronic Regulatory Focus: Resist impulse consumption or let it happen?

“…In addition, as the focus on prevention had an influence over the two impulse decision processes, not only the cognitive process, as originally predicted by this study, it is believed that individuals who act most rationally in their decisions (Katsikeas et al 2018) are also strongly pressured by the emotional aspects of their decisions. This factor from the affective aspects may have contributed to the focus-on-prevention individuals having had the highest impulse consumption.…”

“…From the theory of chronic regulatory focus, another concept has gained strength among researchers (Avnet & Higgins, 2003;Katsikeas, Auh, Spyropoulou, & Menguc, 2018;Pham & Chang, 2010): regulatory adjustment. The advances in the theory of regulatory focus try to explain the correctness of types of objectives (Cesario, Higgins, & Scholer, 2008) and the strategies used to achieve them in the form of regulatory adjustment (Lai, Hsu, & Li, 2018).…”

How Shopping Mall Service Quality Affects Customer Loyalty Across Developing Countries: The Moderation of the Cultural Context

“…The improving level of education and increasing globalization in these countries imply that some dimensions (e.g., individualism) might be changing and more closely resemble Western countries’ profiles. Finally, other assessments of endogeneity (e.g., instrumental variables) could be used in future studies using our conceptual model (Katsikeas et al 2018).…”