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The effect of trust on customer contact personnel strategic behavior and sales performance in a service environment

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  • Pappas, James M.
  • Flaherty, Karen E.

Abstract

The involvement of customer contact personnel in the strategy process is a largely unexplored area in both marketing and strategic management. Based on social exchange theory, and in particular, the notion of trust within this context, we examine the nature and extent of strategy participation exhibited by customer contact personnel. Exploring dyadic relationships we found that the extent to which contact personnel trust their supervisors positively influence their willingness to participate in strategic activities. Furthermore, we found that communication and information sharing moderate the relationship between trust and strategic activities. Thus, the more contact personnel are involved in the strategic process, the more likely supervisors are to rate the contact person's selling performance as high.

Suggested Citation

  • Pappas, James M. & Flaherty, Karen E., 2008. "The effect of trust on customer contact personnel strategic behavior and sales performance in a service environment," Journal of Business Research, Elsevier, vol. 61(9), pages 894-902, September.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:9:p:894-902
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    Cited by:

    1. Edmondson, Diane R. & Boyer, Stefanie L., 2013. "The Moderating Effect of the Boundary Spanning Role on Perceived Supervisory Support: A Meta-Analytic Review," Journal of Business Research, Elsevier, vol. 66(11), pages 2186-2192.
    2. Varela-Neira, Concepción & Araujo, Marisa del Río & Sanmartín, Emilio Ruzo, 2018. "How and when a salesperson's perception of organizational politics relates to proactive performance," European Management Journal, Elsevier, vol. 36(5), pages 660-670.
    3. Dong-Jin Lee & Grace B. Yu & M. Joseph Sirgy & Anusorn Singhapakdi & Lorenzo Lucianetti, 2018. "The Effects of Explicit and Implicit Ethics Institutionalization on Employee Life Satisfaction and Happiness: The Mediating Effects of Employee Experiences in Work Life and Moderating Effects of Work–," Journal of Business Ethics, Springer, vol. 147(4), pages 855-874, February.
    4. Anna Lou Abatayo & John Lynham & Katerina Sherstyuk, 2020. "Communication, Expectations, and Trust: An Experiment with Three Media," Games, MDPI, vol. 11(4), pages 1-26, October.
    5. Samir L. Vaz & Anneloes M. L. Raes & Mariano L. M. Heyden, 2022. "Realizing implementation through relational exchanges with top managers: the mediating role of middle managers’ divergent strategic behavior," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 33(1), pages 81-108, March.
    6. Hong-Youl Ha, 2020. "Exploring the Effects of Trust and Its Outcomes in B2B Relationship Stages: A Longitudinal Study," Sustainability, MDPI, vol. 12(23), pages 1-14, November.
    7. DeConinck, James B., 2010. "The effect of organizational justice, perceived organizational support, and perceived supervisor support on marketing employees' level of trust," Journal of Business Research, Elsevier, vol. 63(12), pages 1349-1355, December.
    8. Laure FANGUE & Colette SIMO & Jean DOUANLA, 2020. "Effect of Customer Trust on Customer Loyalty: Case of Second-Tier Microfinance Institutions in Cameroon," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(6), pages 53-59, June.

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