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Is it better for salespeople to have the highest customer orientation or a strong fit with their group's customer orientation? Findings from automobile dealerships

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  • Arndt, Aaron D.
  • Karande, Kiran

Abstract

The purpose of this study is to examine how retail salesperson-group fit on customer orientation impacts sales performance. Customer orientation fit will be compared against the amount of customer orientation to answer the question of whether it is better to have higher customer orientation or consistent customer orientation. This study shows that fit with the group's customer orientation is more important than having a high customer orientation; individuals who deviate from the group's customer orientation have lower performance than individuals who fit their group's customer orientation. Although previous research finds that group-level performance is stronger in groups that have consistently high customer orientation, we find that individual sales performance depends on fit with other group members, regardless of the orientation of the group.

Suggested Citation

  • Arndt, Aaron D. & Karande, Kiran, 2012. "Is it better for salespeople to have the highest customer orientation or a strong fit with their group's customer orientation? Findings from automobile dealerships," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 353-359.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:3:p:353-359
    DOI: 10.1016/j.jretconser.2012.03.009
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    References listed on IDEAS

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    Cited by:

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    3. Basim Abbas Kraidy Jassmy & Zaki Muhammad Abbas Bhaya & Zaid Yaseen Saud Al-Dulaimi, 2016. "Customer Orientation and Organizational Performance in Iraqi Private Banks," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 2(1), pages 219-225, July.
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    5. Berta Bekti Retnawati & Nuryakin, 2016. "Developing Salesperson Performance: The Role of Customer Encountering Competence Portfolio, Relational Capital and Service Excellent Customer Heterogeneity," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 891-897.

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