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The moderating effect of managers' leadership behavior on salespeople's self-efficacy

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  • Vieira, Valter Afonso
  • Perin, Marcelo Gattermann
  • Sampaio, Claudio Hoffmann

Abstract

The authors develop a conceptual framework depicting relationships between salespeople's self-efficacy and customer response (defined as satisfaction, word-of-mouth, loyalty and cross-selling) as moderated by two dimensions of manager leadership behavior. The conceptual framework hypothesized that transactional leadership behavior amplifies the positive association between salespeople's self-efficacy and these four customer response variables. Otherwise, transformational leadership behavior reduces the positive influence of salesperson´s self-efficacy on customer satisfaction, word-of-mouth, loyalty and cross-selling. The authors collected data from the main retail companies and distributed a survey questionnaire to 341 customers. These customers were attended by 174 salespeople in the retail segment (electronics products), and these salespeople were managed by 55 managers who supervised the retail stores. The results showed that (i) salesperson self-efficacy has a positive and main effect on customer satisfaction, word-of-mouth, loyalty and cross-selling, (ii) transactional leadership behavior moderates positively the association between salesperson's self-efficacy and customer satisfaction, word-of-mouth and loyalty, and (iii) transformational leadership behavior negatively moderates the association between salespeople's self-efficacy and word-of-mouth. The results are robust to endogeneity concerns, supporting our hypotheses. The original value comes from path-goal theory (House, 1971, 1996), which explains the positive effect of transactional leadership behavior on vendor behavior. Path-goal theory suggests that the leader guides the followers to choose the best paths to reach their goals. Since this guidance happens, it amplifies the influence of self-efficacy. In addition, the second original value originates from the negative effect of transformational leadership (Khoo and Burch, 2008; Kark et al., 2003). Transformational leaders increase follower dependency on their actions and decisions and this dependency reduces the effects of self-efficacy.

Suggested Citation

  • Vieira, Valter Afonso & Perin, Marcelo Gattermann & Sampaio, Claudio Hoffmann, 2018. "The moderating effect of managers' leadership behavior on salespeople's self-efficacy," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 150-162.
    • Handle: RePEc:eee:joreco:v:40:y:2018:i:c:p:150-162
    DOI: 10.1016/j.jretconser.2017.09.010
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    References listed on IDEAS

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    1. Kraus, Florian & Haumann, Till & Ahearne, Michael & Wieseke, Jan, 2015. "When Sales Managers and Salespeople Disagree in the Appreciation for Their Firm: The Phenomenon of Organizational Identification Tension," Journal of Retailing, Elsevier, vol. 91(3), pages 486-515.
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    2. Tae-Soo Ha & Kuk-Kyoung Moon, 2023. "Distributive Justice, Goal Clarity, and Organizational Citizenship Behavior: The Moderating Role of Transactional and Transformational Leadership," Sustainability, MDPI, vol. 15(9), pages 1-20, April.
    3. Tuan, Luu Trong & Ngan, Vu Thanh, 2021. "Leading ethically to shape service-oriented organizational citizenship behavior among tourism salespersons: Dual mediation paths and moderating role of service role identity," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    4. Pei-Hsuan Tsai & Chih-Jou Chen & Jia-Wei Tang, 2021. "Key Factors Influencing Talent Retention and Turnover in Convenience Stores: A Comparison of Managers’ and Employees’ Perspectives," SAGE Open, , vol. 11(4), pages 21582440211, December.
    5. Mayr, Kathrin & Teller, Christoph, 2023. "Customer deviance in retailing: Managers’ emotional support and employees’ affective wellbeing," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    6. Arditto, Luis & Cambra-Fierro, Jesús J. & Fuentes-Blasco, María & Jaraba, Ana Olavarría & Vázquez-Carrasco, Rosario, 2020. "“How does customer perception of salespeople influence the relationship? A study in an emerging economyâ€," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    7. Selim, Hassan & Eid, Riyad & Agag, Gomaa & Shehawy, Yasser Moustafa, 2022. "Cross-national differences in travelers’ continuance of knowledge sharing in online travel communities," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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