Leadership Style as Driver of Salespeoples' Customer Orientation

The topic of customer orientation has increasingly attracted interest in both academic marketing research and practice. One factor which has been increasingly discussed as an important driver of a sales person's customer orientation is that of leadership style. If a sales person's supervisor expresses a strong customer orientation this should have a strong impact on the behavior of his or her subordinates. However, this aspect has not received much research attention. In this study, we propose a theoretical framework of leadership style which identifies three key dimensions: initiation of structure, consideration, and initiation of customer orientation. Hypotheses which relate these dimensions to customer oriented attitudes and behaviors are then developed and empirically examined. Results support the presence of three dimensions of customer oriented leadership style. Findings also indicate differential effects of the three dimensions on customer oriented attitudes. The academic and managerial implications of these findings are then discussed.