The effectiveness of improvisational behavior on sales performance during the COVID-19 pandemic: the moderating effect of functional customer orientation

Author:

Charoensukmongkol Peerayuth,Pandey Arti

Abstract

Purpose This research aims to apply the contingency approach to explore the effectiveness of the improvisational behavior of salespeople on their sales performance by considering the moderating role of functional customer orientation. Design/methodology/approach Survey data were obtained from a sample of 227 salespeople in Bangkok, Thailand. The data analysis was implemented by partial least squares structural equation modeling. Findings The overall results indicate that the association between improvisational behavior and sales performance is significantly contingent on the level of functional customer orientation that salespeople exhibit. For salespeople with high functional customer orientation, improvisational behavior clearly shows a positive association with sales performance. In contrast, for salespeople with low functional customer orientation, improvisational behavior appears to have a negative association with sales performance. Originality/value This research broadens the knowledge in the literature by showing that improvisational behavior of salespeople needs to be combined with functional customer orientation to yield a benefit to their sales performance.

Publisher

Emerald

Subject

Strategy and Management,General Economics, Econometrics and Finance,Business and International Management

Reference75 articles.

1. Is it better for salespeople to have the highest customer orientation or a strong fit with their group's customer orientation? Findings from automobile dealerships;Journal of Retailing and Consumer Services,2012

2. Linkage between flexibility and SMEs performance: does improvisation matter?,2018

3. An analysis of impact of personality traits and mindfulness on risk aversion of individual investors;Current Psychology,2021

4. Salesperson improvisation: antecedents, performance outcomes, and boundary conditions;Industrial Marketing Management,2016

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3