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Customer and selling orientations of retail salespeople and the sales manager's ability-to-perceive-emotions: A multi-level approach

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  • Kadic-Maglajlic, Selma
  • Micevski, Milena
  • Arslanagic-Kalajdzic, Maja
  • Lee, Nick

Abstract

Drawing from the mental ability framework and information processing theory, two studies embedded within the B2C retail setting investigate the role of the sales manager's ability-to-perceive-emotions in the complex non-linear relationships between salespeople's customer and selling orientations on one side, and its outcomes (sales performance and customer re-purchase intention) on the other. Using multilevel data from salespeople and their managers, Study 1 tests a theoretical model of salesperson orientation and performance, while Study 2 further verifies the results of Study 1 from the customer's perspective. Both studies find strong empirical support for a curvilinear, inverted U-shaped effect of a salesperson's customer orientation on sales performance and customer re-purchase intention. This effect is, however, reversed for the link between selling orientation and performance/re-purchase intention, where results indicate a U-shaped curvilinear relationship. Furthermore, we show that the sales manager's ability to perceive emotions facilitates the effect of salespeople's customer orientation on sales performance.

Suggested Citation

  • Kadic-Maglajlic, Selma & Micevski, Milena & Arslanagic-Kalajdzic, Maja & Lee, Nick, 2017. "Customer and selling orientations of retail salespeople and the sales manager's ability-to-perceive-emotions: A multi-level approach," Journal of Business Research, Elsevier, vol. 80(C), pages 53-62.
    • Handle: RePEc:eee:jbrese:v:80:y:2017:i:c:p:53-62
    DOI: 10.1016/j.jbusres.2017.06.023
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    Cited by:

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    2. William L. Cron & Sascha Alavi & Johannes Habel & Jan Wieseke & Hanaa Ryari, 2021. "No conversion, no conversation: consequences of retail salespeople disengaging from unpromising prospects," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 502-520, May.
    3. Cheng, Colin C.J. & Shiu, Eric C., 2022. "A two-level, longitudinal investigation into the effects of employee social entrepreneurship orientation and top management team decisions on product innovation," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    4. Micevski, Milena & Dewsnap, Belinda & Cadogan, John W. & Kadic-Maglajlic, Selma & Boso, Nathaniel, 2019. "Sales intra-functional flexibility: Its relationship to performance and moderating effects on role stressors," Journal of Business Research, Elsevier, vol. 104(C), pages 552-562.
    5. Lessassy, Léopold, 2023. "Investigating a three-way interaction of manufacturer control, retail control and dependence on salesforce performance. Does the role of frontline employees matters ?," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    6. Vannucci, Virginia & Dasmi, Costanza & Nechaeva, Olga & Pizzi, Gabriele & Aiello, Gaetano, 2023. "WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    7. Hughes, Douglas E. & Richards, Keith A. & Calantone, Roger & Baldus, Brian & Spreng, Richard A., 2019. "Driving In-Role and Extra-Role Brand Performance among Retail Frontline Salespeople: Antecedents and the Moderating Role of Customer Orientation," Journal of Retailing, Elsevier, vol. 95(2), pages 130-143.
    8. Itani, Omar S. & Goad, Emily A. & Jaramillo, Fernando, 2019. "Building customer relationships while achieving sales performance results: Is listening the holy grail of sales?," Journal of Business Research, Elsevier, vol. 102(C), pages 120-130.

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