Salesforce output control and customer-oriented selling behaviours

Publication Type:
Journal Article
Marketing Intelligence and Planning, 2022, 40, (3), pp. 344-357
Issue Date:
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Purpose: This study sets out to empirically investigate the effect of salesforce output control on perceived job autonomy, customer-oriented selling behaviours and sales performance. Design/methodology/approach: Data are gathered from 704 salespeople and their visiting customers in Ghana. The hypotheses are tested using the structural equations modelling technique (SEM). Findings: According to the findings of the study, output control has a significant and positive impact on perceived job autonomy. It also discovers that perceived job autonomy improves both customer-directed problem solving and adaptive selling behaviours. Furthermore, the study finds that customer-directed problem solving and adaptive selling behaviours both improve sales performance. Moreover, the study uncovers that perceived job autonomy mediates the relationship between output control and customer-oriented selling behaviours, whereas both customer-oriented selling behaviours mediate the relationship between perceived job autonomy and sales performance. Practical implications: The current study provides both practical and theoretical insights into salesforce control dynamics, job autonomy, adaptive selling behaviour, customer-directed problem-solving behaviour and sales performance. The findings have important implications for sales organisations because they can assist sales managers in determining the best type of salesforce control systems to deploy and highlight the strategic role job autonomy plays in enhancing sales performance. Originality/value: The current study shows how output control can influence salespeople's perceived job autonomy, adaptive selling and customer-directed problem-solving behaviours, and how these can improve sales performance.
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