Customer and selling orientations of retail salespeople and the sales manager's ability-to-perceive-emotions: A multi-level approach |
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| Affiliation: | 1. School of Economics and Business, University of Sarajevo, Trg oslobođenja 1, 71000 Sarajevo, Bosnia and Herzegovina;2. Faculty of Business, Economics and Statistics, Department of International Marketing, University of Vienna, Oskar-Morgenstern-Platz 1, 1090 Vienna, Austria;3. Warwick Business School, University of Warwick, Coventry, West Midlands CV4 7AL, United Kingdom;1. University of Portsmouth, Department of Marketing and Sales, Portland Street, PO13DE, United Kingdom;2. University of Piemonte Orientale “A. Avogadro”, Department of Economics and Business, Via Perrone 18, 28100 Novara, Italy;1. Marketing Department, University of Ljubljana, Kardeljeva ploščad 17, 1000 Ljubljana, Slovenia;2. Department of International Marketing, University of Vienna, Oskar-Morgenstern-Platz 1, 1090 Vienna, Austria;3. Department of Applied Psychology: Work, Education, Economy, University of Vienna, Universitätsstraße 7 (NIG), 1010 Vienna, Austria |
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| Abstract: | Drawing from the mental ability framework and information processing theory, two studies embedded within the B2C retail setting investigate the role of the sales manager's ability-to-perceive-emotions in the complex non-linear relationships between salespeople's customer and selling orientations on one side, and its outcomes (sales performance and customer re-purchase intention) on the other. Using multilevel data from salespeople and their managers, Study 1 tests a theoretical model of salesperson orientation and performance, while Study 2 further verifies the results of Study 1 from the customer's perspective. Both studies find strong empirical support for a curvilinear, inverted U-shaped effect of a salesperson's customer orientation on sales performance and customer re-purchase intention. This effect is, however, reversed for the link between selling orientation and performance/re-purchase intention, where results indicate a U-shaped curvilinear relationship. Furthermore, we show that the sales manager's ability to perceive emotions facilitates the effect of salespeople's customer orientation on sales performance. |
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