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Article
Publication date: 3 July 2017

Füsun Altıntas, Feride Bahar Kurtulmusoglu, Murat Hakan Altintas, Hans-Rudiger Kaufmann and Sanem Alkibay

The purpose of this paper is to present a comprehensive model of the relationship between control and sales performance contingent upon the commitment and adaptive selling

Abstract

Purpose

The purpose of this paper is to present a comprehensive model of the relationship between control and sales performance contingent upon the commitment and adaptive selling variables. Specifically, the study tests the mediator effects of adaptive selling and organizational commitment on the effect of managerial control systems on self-assessed performance of the salespeople working in the field of industrial marketing.

Design/methodology/approach

In total, 472 firms active in the industrial marketing field for tangible industry products in Turkey were selected for the research. The proposed model that tested posits relationships among management control variables and adaptive selling, organizational commitment and sales performance measures. Management controls are related to sales performance through the mediating effect of adaptive selling and organizational commitment. Management control styles (output as formal and professional as informal) were the independent variables, while changes in organizational commitment and adaptive selling were tested both as mediators and sales performance as dependent variable, consistent with the reciprocal effects model under analysis.

Findings

The findings demonstrated that “control” is positively associated with “sales performance” and “commitment” and “adaptive selling” mediate this relationship. Findings indicate that control impacts sales performance through a mediating mechanism that involves adaptive selling and commitment. Taken together, results showed that adaptive selling and commitment played a critical role in sales performance.

Originality/value

This research is the first to empirically analyse the model regarding the relationship between sales performance, control, adaptive selling and commitment variables.

Details

EuroMed Journal of Business, vol. 12 no. 2
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 23 February 2018

Maurits Kaptein, Richard McFarland and Petri Parvinen

This paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face…

1514

Abstract

Purpose

This paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face interactions. This method customizes persuasive messages for individual customers as they navigate a retailer’s website.

Design/methodology/approach

This paper demonstrates a method for the online implementation of automated adaptive selling using sales influence tactics. Automated adaptive selling is compared to nonadaptive selling in three e-commerce field studies.

Findings

The results reveal that adaptive selling is more effective than nonadaptive selling. The click-through rates increased significantly when adaptive selling was used.

Research limitations/implications

This paper highlights the effectiveness of existing theories concerning adaptive human-to-human selling and their utility to online selling. The authors demonstrate the added value of adaptive selling in e-commerce, thereby opening up a novel area of research into adaptive selling online. While the paper focuses on the adjustment of sales influence tactics, other factors could be investigated for adjustment in future research (e.g. prices).

Practical implications

The methods, described in detail, are readily available for implementation by online retailers. The implementations are timely and increasingly valuable as e-commerce expands into interpersonal channels (e.g. instant messengers and social media).

Originality/value

To the authors’ knowledge, this paper is the first to formally implement automated adaptive selling as described in the ISTEA model in an e-commerce setting.

Details

European Journal of Marketing, vol. 52 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 31 March 2022

Shoaib Shafique, Amer Rajput, Usman Javed and Hayam Alnakhli

In hypercompetitive markets, retail brands should fuel their sales employees’ to responsively serve customers. In connection, the study aims to unpack the direct and…

Abstract

Purpose

In hypercompetitive markets, retail brands should fuel their sales employees’ to responsively serve customers. In connection, the study aims to unpack the direct and indirect, via psychological flourishing, the role of inclusive leadership in paving the path for retail salesperson adaptive selling behaviour. Additionally, the study also empirically investigates the moderating role of work centrality to offer critical insights for effective managerial interventions.

Design/methodology/approach

Drawing upon conservation of resource theory to test the nexuses of the model, time-lagged survey data were collected from 313 retail salespersons from the leading retail brands. Data were analyzed using the bootstrapping method.

Findings

Results revealed the direct positive association between inclusive leadership and adaptive selling behaviour and indirect association via psychological flourishing. Furthermore, the direct association between inclusive leadership and adaptive selling becomes more pronounced for employees high on work centrality.

Practical implications

Findings can help retail brands to enhance adaptive selling behaviour, which enables them to provide efficient solutions and gain sustainable competitive advantage.

Originality/value

The study offers several important contributions to the sales literature by establishing the direct and indirect link between inclusive leadership and adaptive selling via psychological flourishing. Moreover, the result of the interaction effect highlights the critical aspects of work centrality in the retail sales context.

Details

Marketing Intelligence & Planning, vol. 40 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 26 October 2021

Myoung-Soung Lee and Jaewon Yoo

This study investigated the effects of social capital on frontline bank employee's adaptive selling behavior via the psychological process. Frontline bank employees'…

Abstract

Purpose

This study investigated the effects of social capital on frontline bank employee's adaptive selling behavior via the psychological process. Frontline bank employees' positive social relationships enhance their perception of the work environment and encourage work engagement. With the multiple mediation model, both internal and external social capital have direct and indirect influence on the frontline bank employee's adaptive selling behavior.

Design/methodology/approach

Data for this study were collected from a cross-sectional sample of retail banking industry in Korea. Specifically, using two-step procedures, employees of financial service or insurance sales department in banks were selected and online survey questionnaires were distributed to them. Data from 330 employees were collected and analyzed.

Findings

The results of this study showed how social capital affects frontline bank employees' person–job fit as a cognitive psychological process, leading to work engagement as an emotional psychological process and, in turn, more adaptive selling behavior. Using multiple mediation analysis, the results showed that work engagement on its own exerts a mediating effect on social capital, whereas a person–job fit does not.

Research limitations/implications

This study applied both aspects of the social capital concept by dividing it into internal and external social capital, and exploring each separately. This study examined the influence on psychological processes and behavioral response by distinguishing between the two forms of social capital. Second, this study expands the previous studies by introducing social capital as an antecedent factor of frontline bank employees' adaptive selling behavior. Finally, this study explains how frontline bank employees' relational resources (i.e. social capital) influence their emotional aspect (i.e. work engagement) and cognitive aspect (i.e. person–job fit), which ultimately influence performance-driven behavior (i.e. adaptive selling behavior).

Practical implications

This research showed the importance of hiring frontline bank employees with excellent social capital capabilities. Furthermore, this study underscored the fact that organizations require preparing and providing practical management methods that can improve the social capital of their current frontline employees. Last, organization need to design the job in a way that innately improves frontline employees' social capital. Therefore, these jobs provide many opportunities for frontline bank employees to use their ability to build relationships in their interactions with customers and make practical decisions to achieve job performance.

Originality/value

This study improved our understanding regarding the importance of employees' social capital by revealing the psychological process of how frontline bank employees' social capital affects adaptive selling behavior. Second, this study expands on the literature by introducing internal and external social capital as an antecedent factor affecting the adaptive selling behavior of frontline bank employees. Furthermore, this study advances understanding on the manner in which relational resources of frontline bank employees (i.e. social capital) influence the emotional (i.e. work engagement) as well as the cognitive aspects (i.e. person–job fit), which ultimately influence performance-driven behavior (i.e. adaptive selling behavior).

Details

International Journal of Bank Marketing, vol. 40 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 18 August 2021

Fortune Edem Amenuvor, Ho-Taek Yi and Henry Boateng

This paper aims to assess the effect of adaptive selling behavior on customer outcomes, mutual outcomes and salesperson outcomes.

Abstract

Purpose

This paper aims to assess the effect of adaptive selling behavior on customer outcomes, mutual outcomes and salesperson outcomes.

Design/methodology/approach

The respondents were salespeople and customers in selected door-to-door cosmetics companies in South Korea. A questionnaire was used to collect the data. Structural equation modeling was used to analyze the data in this study.

Findings

Findings show that adaptive selling behavior positively affects customer satisfaction, customer loyalty, sales performance, job satisfaction and relationship quality. These findings suggest that adaptive selling is crucial for the firm's survival depending on the industry and the product. Additionally, unlike previous studies, the authors use salespeople's self-reporting responses and customer-reporting of salespeople, which further enhances the richness and uniqueness of the results.

Originality/value

Studies investigating mutual outcomes of adaptive selling behavior are scarce. The study also emphasizes that adaptive selling behavior enhances salesperson outcomes and customer outcomes and primarily uses dyadic data between door-to-door salespeople and their customers, which is not very common.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 3 August 2021

Fortune Edem Amenuvor, Ho-Taek Yi and Henry Boateng

This paper examines the antecedents of adaptive selling behavior empirically from the salespeople's, customers', and firms' perspectives.

Abstract

Purpose

This paper examines the antecedents of adaptive selling behavior empirically from the salespeople's, customers', and firms' perspectives.

Design/methodology/approach

Survey design was used for this study. Data from 219 salespeople and their visiting customers in selected cosmetics companies in Korea are used to test the conceptual model using structural equation modeling.

Findings

Findings show that intrinsic motivation, empathy, and product knowledge are germane to adaptive selling behavior among salesperson-level factors. Similarly, among the customer-level factors, the length of the relationship between salespeople and customers positively affects adaptive selling behavior. Also, while supervisory empowerment among the organizational-level factors significantly predicts adaptive selling behavior, supervisory control has a negative effect on adaptive selling behavior. The study finds that emotional intelligence and customer value demandingness do not significantly affect adaptive selling behavior.

Originality/value

Even though there is extant research on adaptive selling behavior, our research differs from previous research because our research focuses on door-to-door personal selling channels. Furthermore, this study departs from previous research because it uses customer-reporting of the salespeople and salespeople's self-reporting responses.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 27 May 2014

Sergio Román and Pedro Juan Martín

The first purpose of this research is to analyze the influence of adaptive selling, as perceived by customers, on customer satisfaction – both with the salesperson and the…

Abstract

Purpose

The first purpose of this research is to analyze the influence of adaptive selling, as perceived by customers, on customer satisfaction – both with the salesperson and the company – and loyalty to the supplier. In addition, this study aims to examine to what extent the organizational position occupied by the buyer moderates the results obtained (i.e. satisfaction and loyalty) as a consequence of a salesperson’s adaptive selling behavior.

Design/methodology/approach

Data obtained from a survey of organizational buyers from a wide range of industries are analyzed through structural equation modeling.

Findings

Findings from the study indicate that perceived adaptive selling significantly increases satisfaction with the salesperson, satisfaction with the supplier and loyalty to the supplier while controlling for length of the buyer–seller relationship. In addition, these effects are stronger when the contact person at the buying company is the general manager as opposed to the purchasing manager.

Originality/value

Despite today’s emphasis on relationship selling, the research on the consequences of adaptive selling has employed primarily sales-related criteria (e.g. sales, quota). This is the first study to analyze the influence of adaptive selling on several customer relational outcomes in a business-to-business context and to analyze the moderating influence of the hierarchical position of the buyer.

Details

Journal of Business & Industrial Marketing, vol. 29 no. 5
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 23 August 2019

Harindranath R.M., Bharadhwaj Sivakumaran and Jayanth Jacob

The principal purpose of this study is to examine the moderating influence of selling experience on the following two relationships – adaptive selling and job satisfaction…

Abstract

Purpose

The principal purpose of this study is to examine the moderating influence of selling experience on the following two relationships – adaptive selling and job satisfaction and customer orientation and job satisfaction – using unionized salespeople as respondents. It also tests for the mediating role of adaptive selling in the customer orientation–job satisfaction relationship.

Design/methodology/approach

This paper uses data from a survey conducted on 208 pharmaceutical unionized salespeople from 46 pharmaceutical firms in India. The model was tested using structural equation modeling. Moderation hypotheses were estimated using process macro and the Johnson–Neyman technique.

Findings

The data fitted the model well. This research found that customer orientation drove adaptive selling behavior and job satisfaction, and that adaptive selling influenced job satisfaction (all positively); it was found that adaptive selling partially mediated the relationship between customer orientation and job satisfaction. Results revealed that job experience negatively moderated the adaptive selling behavior–job satisfaction and customer orientation–job satisfaction relationships.

Practical implications

The results show that pharma firms may hire young recruits and, importantly, measure their customer orientation and adaptive selling levels. For the purposes of training to enhance customer orientation and adaptive selling, pharma firms may send only their less experienced salespersons.

Originality/value

To the authors’ knowledge, this study could be the first to examine the interaction of job experience and customer-directed selling behaviors such as adaptive selling and customer orientation on job satisfaction. Moreover, this is possibly the only study in this domain that uses unionized salespeople in an emerging market (India).

Details

Journal of Business & Industrial Marketing, vol. 34 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 22 April 2006

James A. Eckert

Working from the expanded model of adaptive selling behavior offered by Eckert and Plank (2004), this paper attempts to add greater depth and specificity to the adaptive

Abstract

Working from the expanded model of adaptive selling behavior offered by Eckert and Plank (2004), this paper attempts to add greater depth and specificity to the adaptive output categories making them more useful for research advancement and for both the teaching and execution of an adaptive selling approach. Relevant literature is identified, organized, and offered as theory sources to support and expand the adaptive selling model.

Details

American Journal of Business, vol. 21 no. 1
Type: Research Article
ISSN: 1935-5181

Keywords

Article
Publication date: 24 July 2009

Nicholas G. Paparoidamis and Paolo Guenzi

This study aims to develop and test a model of relationship selling management. It seeks to examine the impact of leadership quality and relationship selling, as…

3644

Abstract

Purpose

This study aims to develop and test a model of relationship selling management. It seeks to examine the impact of leadership quality and relationship selling, as antecedents of salespeople's relational behaviours, on sales effectiveness.

Design/methodology/approach

Starting from a review of literature, the model incorporates two classes of salespeople's relational behaviours, namely customer‐oriented selling (COS) and adaptive selling (AS), two classes of managerial antecedents (i.e. relationship selling strategy and LMX) and one consequence (sales effectiveness). The authors collected data from 164 sales manager‐salesperson dyads in a sample of French firms. A structural equation modelling approach was employed to test the hypotheses.

Findings

The findings show that relationship selling and LMX stimulate salespeople's relational behaviours, which in turn positively affect sales effectiveness. Moreover, the results reveal a positive impact of relationship selling on sales manager‐salesperson exchanges.

Research limitations/implications

The study is cross‐sectional, and many other relevant constructs should be investigated in future research on the topic. Objective measures of performance may also be incorporated.

Practical implications

The study demonstrates that companies can stimulate desirable behaviours of salespeople, which drive to better performance, by leveraging on controllable organisational factors, i.e. selling strategy and leadership.

Originality/value

The research fills three important gaps in the extant literature. First of all, the study clearly sheds some light on the role played by specific organisational variables (e.g. leader‐member exchange quality) and behaviours of salespeople in implementing relational strategies. Second, the study shows that the quality of the relationship between supervisors and salespeople can affect specific behaviours of subordinates. Third, the paper contributes to a better understanding of organisational drivers of customer‐oriented selling and adaptive selling, and finds evidence of a positive impact of such behaviours on sales effectiveness.

Details

European Journal of Marketing, vol. 43 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

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