The Customer Orientation of Salesperson for Performance in Korean Market Case: A Relationship between Customer Orientation and Adaptive Selling

Chankoo Yeo, Chung Hur and Seonggoo Ji
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Chankoo Yeo: Department of Business Administration and Accounting, Hanbat National University, Daejeon 34158, Korea
Chung Hur: Statistics Research Team, Software Policy and Research Institute, Seongnam 13488, Korea
Seonggoo Ji: Department of Business Administration and Accounting, Hanbat National University, Daejeon 34158, Korea

Sustainability, 2019, vol. 11, issue 21, 1-18

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.

Keywords: salesperson; customer orientation; adaptive selling; organization identification; sales performance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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