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Salesperson adaptive selling behavior and customer orientation: a meta-analysis
Understanding the characteristics of effective salespeople has been a long-standing goal of managers and researchers. This study presents a meta-analysis of research on two salesperson characteristics that have been the focus of prominent research streams since the 1980s. The results are based on previous findings from 155 samples of more than 31,000 salespeople. Correlations between variables, including the alternative performance measures, are small to moderate. Controlling for salesperson gender and selling experience, structural equation modeling indicates that adaptive selling behavior (ASB) increases all three measures of performance. Customer orientation (CO) increases only self-rated performance. Both ASB and CO increase job satisfaction. Recruiting adaptive salespeople and training salespeople to practice ASB appear to be effective ways to increase sales force productivity. However, self-ratings of CO are not significant predictors of manager-rated or objective sales performance. Customer-oriented salespeople must ensure that their focus on satisfying customers' needs pays off in the long run for their own organization and for their customers..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | American Marketing Association., |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Job satisfaction Performance evaluation Personal selling analysis Salespeople meta studies |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |