Customer and Selling Orientations of Retail Salespeople and the Sales Manager's Ability-to-Perceive-Emotions: A Multi-Level Approach
- Author(s)
- Selma Kadić-Maglajlić, Milena Micevski, Maja Arslanagic-Kalajdzic, Nick Lee
- Abstract
Drawing from the mental ability framework and information processing theory, two studies embedded within the B2C retail setting investigate the role of the sales manager's ability-to-perceive-emotions in the complex non-linear relationships between salespeople's customer and selling orientations on one side, and its outcomes (sales performance and customer re-purchase intention) on the other. Using multilevel data from salespeople and their managers, Study 1 tests a theoretical model of salesperson orientation and performance, while Study 2 further verifies the results of Study 1 from the customer's perspective. Both studies find strong empirical support for a curvilinear, inverted U-shaped effect of a salesperson's customer orientation on sales performance and customer re-purchase intention. This effect is, however, reversed for the link between selling orientation and performance/re-purchase intention, where results indicate a U-shaped curvilinear relationship. Furthermore, we show that the sales manager's ability to perceive emotions facilitates the effect of salespeople's customer orientation on sales performance.
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- External organisation(s)
- University of Sarajevo, University of Warwick
- Journal
- Journal of Business Research
- Volume
- 80
- Pages
- 53-62
- No. of pages
- 10
- ISSN
- 0148-2963
- DOI
- https://doi.org/10.1016/j.jbusres.2017.06.023
- Publication date
- 06-2017
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration, 502019 Marketing
- Keywords
- ASJC Scopus subject areas
- Marketing
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/customer-and-selling-orientations-of-retail-salespeople-and-the-sales-managers-abilitytoperceiveemotions-a-multilevel-approach(0efcb68c-feee-4d2b-8e95-6a5d1bf50fe8).html