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Driving In-Role and Extra-Role Brand Performance among Retail Frontline Salespeople: Antecedents and the Moderating Role of Customer Orientation

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  • Hughes, Douglas E.
  • Richards, Keith A.
  • Calantone, Roger
  • Baldus, Brian
  • Spreng, Richard A.

Abstract

The organizational frontline in retail represents the frontline for an entire supply chain. This channel structure distances the branded supplier from the end consumer and makes the supplier dependent on a retail frontline salesperson that (1) it does not control and (2) also represents competing brands. This study reveals mechanisms that the supplier may use to influence retail frontline salespeople. We demonstrate the importance of consumer marketing programs and supplier representatives in building brand identification between the manufacturer’s brand and the retail frontline employee that translates into increased brand sales, while also revealing the role of rewards programs in stimulating brand-specific extra-role behaviors. Interestingly, retail frontline customer orientation, built by the retailer, diminishes the effect of brand extra-role behaviors toward the focal brand on the focal brand’s sales, providing an informal control mechanism for retailers to protect its objectives. The results of this study have powerful ramifications for both retailers and suppliers in achieving both their mutual, and sometimes differing, objectives related to the retail frontline.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jouret:v:95:y:2019:i:2:p:130-143
    DOI: 10.1016/j.jretai.2019.03.003
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    3. Meyer, Jan-Hinrich & González, Eva M. & Lopez-Lomelí, Miguel A., 2022. "Better support for supportive jobs. How to improve brand performance through better compensation and training for in-store merchandisers," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Boukis, Achilleas & Punjaisri, Khanyapuss & Balmer, John M.T. & Kaminakis, Kostas & Papastathopoulos, Avraam, 2021. "Unveiling front-line employees’ brand construal types during corporate brand promise delivery: A multi-study analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 673-685.
    5. Lee, Na Young & Zablah, Alex R. & Noble, Stephanie M., 2023. "A meta-analytic investigation of the organizational identification – Job performance relationship in the frontlines," Journal of Retailing, Elsevier, vol. 99(3), pages 370-384.
    6. Jeff S. Johnson, 2024. "“Sorry about my manager”: Mitigating customer-facing adverse manager behaviors," Journal of the Academy of Marketing Science, Springer, vol. 52(4), pages 1130-1151, July.
    7. Adilah Othman & Hasnizam Shaari & Siti Noor Aishah Mohd Sidik, 2024. "Brand Supportive Behavior among Insurance Agents in Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 4558-4574, August.
    8. Shams, Riad & Chatterjee, Sheshadri & Chaudhuri, Ranjan, 2024. "Developing brand identity and sales strategy in the digital era: Moderating role of consumer belief in brand," Journal of Business Research, Elsevier, vol. 179(C).
    9. Mullins, Ryan & Swain, Scott & Friend, Scott B., 2023. "How and should firms motivate salesperson effort across a Multi-Brand Portfolio?," Journal of Business Research, Elsevier, vol. 158(C).
    10. Ruan, Yanya & Mezei, József, 2022. "When do AI chatbots lead to higher customer satisfaction than human frontline employees in online shopping assistance? Considering product attribute type," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    11. Sok, Keo Mony & Danaher, Tracey S. & Sok, Phyra, 2023. "Multiple psychological climates and employee self-regulatory focus: Implications for frontline employee work behavior and service performance," Journal of Retailing, Elsevier, vol. 99(2), pages 228-246.

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