Testing Competing Models of Sales Force Communication

Abstract

Based upon findings from the organizational communication, management, and marketing literatures, this study evaluates three competing models describing sales force communication. The results of the analysis suggest that the theorized PEO (Sales Manager Communication Practices⇒ Sales Force Communication Environment⇒ Salesperson Communication and Job Outcomes) Model best accounts for the relations between sales manager communication practices and salesperson communication and job outcomes. Specifically, the PEO Model holds that sales manager communication practices are positively associated with salesperson perceptions of communication quality. Communication quality is positively associated with salesperson satisfaction with communication; salesperson communication satisfaction is positively related to salesperson's job satisfaction and organizational commitment. These results and their implications for developing an effective sales force communication environment are detailed.