udThe study looks at how salesperson’s customer orientation (SCO) mediates the impact of a host of organisational, job-related and personality-related factors on salesperson performance. Previous studies that have considered the impact of customer orientation on performance have often considered a limited number of antecedent variables which has led to inconsistent results. The purpose of this paper is to address this concern by considering the multiple effects of several independent variables.ududThe conceptual model was tested through a large-scale survey of financial services salespersons in India. A total of 1,106 respondents participated in the survey. The data were analysed through structural equations modelling. Sobel’s test was employed to test the mediating effects.ududThe study found that customer orientation has a significant mediating effect in the case of several antecedent variables. The impact of variables like perceived supportive work environment, experienced meaningfulness, organisational identification, salesperson agreeableness and salesperson instability on salesperson performance is seen to be partially or fully mediated by SCO.ud The cross-sectional design and the convenience samplingudmethodology are the main limitations of the study.ududThe study develops a more holistic, multipath model which can help managers as a guideline in recruiting and selecting salespersons. The importance of customer orientation points towards the need for better attitudinal training.ududTheoretically, the paper highlights the need for developing more comprehensive models for considering the consequences of customer orientation and related issues. The multipath model addresses several calls for research on testing different antecedents of customer orientation as well as how customer orientation enhances salesperson performance.
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机译:ud这项研究着眼于销售人员的客户导向(SCO)如何调和许多组织,工作相关和性格相关因素对销售人员绩效的影响。以前的研究已经考虑了客户导向对绩效的影响,因此通常认为前因变量数量有限,导致结果不一致。本文的目的是通过考虑几个独立变量的多重影响来解决这一问题。 ud ud通过对印度金融服务销售人员的大规模调查对概念模型进行了测试。共有1,106名受访者参加了调查。通过结构方程建模分析数据。研究使用Sobel检验来测试中介效果。 ud ud研究发现,在多个先行变量的情况下,以客户为导向的中介效果显着。上合组织认为,诸如感知的支持性工作环境,经历的意义,组织认同感,销售人员的认同感和销售人员的不稳定性等变量对销售人员绩效的影响是部分或完全介导的。 ud横断面设计和便利抽样 udmethodology是本研究的主要局限性。 ud ud本研究开发了一种更全面,多路径的模型,该模型可以帮助管理人员作为招聘和选择销售人员的指南。客户导向的重要性表明需要更好的态度培训。 ud ud从理论上讲,本文强调需要开发更全面的模型来考虑客户导向和相关问题的后果。多路径模型满足了对测试客户定向的不同先例以及客户定向如何提高销售人员绩效的研究要求。
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