The mediating role of happiness on the effect of locomotion and effort on salesperson’s performance and cross-selling: the case of financial insurance

Valter Afonso Vieira ()
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Valter Afonso Vieira: State University of Maringa

Journal of Financial Services Marketing, 2022, vol. 27, issue 4, No 7, 346-359

Abstract: Abstract In this study, the authors propose a theoretical framework and show how salespeople’s locomotion orientation and effort increase financial sales outcomes (e.g., performance and cross-selling). We propose that a salesperson’s happiness plays a mediating mechanism in these main effects. The authors collected data from two samples. In Study 1, the authors collected data from financial insurance brokers, which worked as a link between insurance companies and customers. In Study 2, the authors analyzed answers from salespeople working on home improvement and construction products and services. First, the results demonstrate that the salespersons’ locomotion (an orientation toward a behavior), effort, and happiness increased sales performance (main effects). Second, salespersons’ locomotion and effort have an indirect effect through individuals’ happiness on our dependent variables, such as sales performance, product performance and cross-selling. Firms can improve individuals’ locomotion and effort by developing goal setting and goal striving.

Keywords: Happiness; Sales; Performance; Effort; Locomotion; Cross-selling (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1057/s41264-021-00130-z

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