Harnessing the Power Within: The Consequences of Salesperson Moral Identity and the Moderating Role of Internal Competitive Climate

Omar Itani and Nawar N. Chaker ()
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Nawar N. Chaker: Louisiana State University

Journal of Business Ethics, 2022, vol. 181, issue 4, No 3, 847-871

Abstract: Abstract The purpose of this research is to examine the notion of salesperson moral identity as a prosocial individual trait and its associated effects on customer and coworker relationships. In addition, this study examines the underlying processes in which these effects occur as well as the moderating role of internal competitive climate. Our empirical investigation of business-to-business (B2B) sales professionals reveals that moral identity has both direct and indirect effects on a salesperson’s customer- and team-directed outcomes. Specifically, our results demonstrate that salesperson moral identity positively affects both salesperson-customer identification and organizational identification, which, in turn, impact customer service provision and teamwork. Our findings also indicate that internal competitive climate exacerbates the positive effects of salesperson moral identity on customer service provision and teamwork.

Keywords: Salesperson moral identity; Customer identification; Organizational identification; Internal competitive climate; Teamwork; Service provision; Social identity theory (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s10551-021-04794-4

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