Formal salesforce controls and service-sales ambidexterity: the moderating role of salespeople's grit

Publication Type:
Journal Article
Marketing Intelligence and Planning, 2023, 41, (3), pp. 375-390
Issue Date:
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Purpose: The study examines the effects of behavior-based and outcome-based control systems on service-sales ambidexterity, role conflict, emotional exhaustion and job performance in salespeople. Design/methodology/approach: Data are collected from 704 salespeople in Ghana. The proposed hypotheses are tested through the structural equations modeling technique. Findings: The study finds that both behavior-based and outcome-based controls have positive and significant effects on service-sales ambidexterity in salespeople. Similarly, the study discovers that service-sales ambidexterity has a positive and significant impact on both role conflict and emotional exhaustion in salespeople. The study also finds that role conflict and emotional exhaustion both have a negative impact on job performance. Finally, the study finds that salespeople's grit moderates the negative relationship between emotional exhaustion and job performance. Practical implications: The results imply that while salespeople's service-sales ambidexterity may be beneficial to their individual and firm performance, it may also lead to role conflict and emotional exhaustion. Originality/value: The current study demonstrates how control mechanisms can lead to service-sales ambidexterity in salespeople and how this can lead to role conflict and emotional exhaustion.
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