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Relationship‐oriented characteristics and individual salesperson performance

Bruce D. Keillor (Asssociate Professor of Marketing and International Business, University of Akron, Akron, Ohio, USA)
R. Stephen Parker (Professor of Marketing and Quantitative Analysis, Southwest Missouri State University, Springfield, Missouri, USA)
Charles E. Pettijohn (Professor of Marketing and Quantitative Analysis, Southwest Missouri State University, Springfield, Missouri, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 February 2000

Abstract

One of the recent trends in sales research has been a growing focus on relationally based buyer‐seller interactions. Although existing sales literature is in general agreement as to the theoretical composition of buyer‐seller relationships, a lack of empirical evidence exists for the interrelationships of various aspects of relational selling (e.g. customer orientation, adaptability, and service orientation) on individual salespersons’ performance. Investigates the effect of these relational selling characteristics on the performance of individual salespeople. The results show a positive relationship exists between customer orientation and actual performance as measured by average annual sales dollars. Implications of the results for sales managers and sales researchers are discussed.

Keywords

Citation

Keillor, B.D., Stephen Parker, R. and Pettijohn, C.E. (2000), "Relationship‐oriented characteristics and individual salesperson performance", Journal of Business & Industrial Marketing, Vol. 15 No. 1, pp. 7-22. https://doi.org/10.1108/08858620010311520

Publisher

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MCB UP Ltd

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