Exploring the determinants and consequences of salesperson market orientation behavior: An empirical study in the financial service industry
Journal of Service Theory and Practice
ISSN: 2055-6225
Article publication date: 9 October 2017
Issue publication date: 6 March 2018
Abstract
Purpose
While the importance of salesperson market orientation behavior (SMOB) is widely acknowledged, as evidenced by the increasing research attention this concept is receiving, discussion of its antecedents and consequences in the literature remains limited. The purpose of this paper is to focus on the antecedents of SMOB and the underlying process through which it influences sales performance.
Design/methodology/approach
A causal model was developed to analyze the antecedents and consequences of SMOB. This proposed model and various hypotheses were tested using data obtained from a sample of 264 salespeople in the Taiwanese financial services industry.
Findings
The learning orientation and behavioral controls of salespeople positively influence SMOB. In addition, SMOB plays a critical role in improving two types of “working-smart” behaviors (i.e., sales planning and adaptive selling), thereby achieving better sales performance.
Originality/value
This report sheds light on the importance of SMOB in today’s personal sales environment and uncovers the underlying mechanisms through which SMOB contributes to sales performance. It also offers specific guidelines for the assessment and management of SMOB to enhance the performance of salespeople within the financial services industry.
Keywords
Acknowledgements
This work was partially funded by the Ministry of Science and Technology of Taiwan, under grant number of MOST 102-2410-H-034-036.
Citation
Chen, Y.-C., Rivas, A.A. and Wu, W.-Y. (2018), "Exploring the determinants and consequences of salesperson market orientation behavior: An empirical study in the financial service industry", Journal of Service Theory and Practice, Vol. 28 No. 2, pp. 170-195. https://doi.org/10.1108/JSTP-02-2016-0035
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited