Abstract
The role of the salesperson has been more highlighted in recent research for company profits and sustainable relationship with customers. This study attempts to classify sales behaviors into a conceptual structure of customer orientation and adaptive selling in order to examine the effect of the customer orientation and adaptive selling on organizational performance and sales performance. The study newly compares the relationship between salespeople’s customer orientation and adaptive selling in terms of the organizational aspect of the organizational delivering market value and the behavioral aspect of individual delivering. Results show that customer orientation affects adaptive selling behaviors of salespeople, and such behaviors affect the salespeople’s organizational identification and their sales performance. However, the effect of their organization identification on sales performance was not supported. This result suggests the need for educational programs which provide the salesperson with opportunities to understand customer-oriented organizational culture. In addition, such programs need to empower salespeople to develop positive corporate identities.
Highlights
As the current market environment among companies tends to shift from product-oriented to service- and customer-oriented, the importance of customer management through creating positive customer value is further emphasized [1]
This study examines the customer orientation and adaptive selling of salespeople in terms of organizational viewpoint and the behavioral aspect of individual performing marketing concept, and the relationship between two variables is summarized as follows
As a result of examining the causal relationship between customer orientation and adaptive selling, Research Model 1, in which customer orientation is preceded by adaptive selling, is statistically significant, and customer orientation has a positive effect on adaptive selling (H1a)
Summary
As the current market environment among companies tends to shift from product-oriented to service- and customer-oriented, the importance of customer management through creating positive customer value is further emphasized [1]. Effective salespeople play key roles in creating positive customer value by fostering sustainable relationships between customers and firms [2]. These behaviors contribute to the sustainable benefits of their companies as well as positive relationships with customers. A salesperson plays an important role in representing his or her company in the liberal market economy Their role is even more critical in representing their firm when the company’s products are not superior. The salesperson increases customer satisfaction and superior sales performance in a sustainable way [9,10]
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