RELATIONSHIP SELLING BEHAVIORS' IMPACT ON SALES PERFORMANCE: THE MODERATING ROLE OF SALESPERSON'S INFORMATION OVERLOAD

摘要

There are two research streams that lead to the present research focus, that is, relationship selling and information overload. The first stream of research, relationship selling, is very important from the strategic point of view due to its role in affecting salespeople's performance. The salesperson's information overload (SIO), our second research stream, is a newly developed concept by Hunter and Goebel (2008) which originated from information overload that is used to express the simple notion of receiving too much information. We believe that it is of particular importance to understand SIO's influence on each relationship selling behavior. Departing from past research that focuses on customer oriented selling behavior (COSB) and adaptive selling behavior (ASB); we incorporate relational selling behavior (RSB), which consists of two dimensions (i.e., interaction intensity and mutual disclosure) as an additional class of relationship selling behavior in our investigation. This study contributes by assessing the extent to which the strength of the relationship between relationship selling behaviors and sales performance is moderated by SIO.