Author： Cross Mark E. Brashear Thomas G. Rigdon Edward E. Bellenger Danny N.
Publisher： Emerald Group Publishing Ltd
ISSN： 0309-0566
Source： European Journal of Marketing, Vol.41, Iss.7-8, 2007-07, pp. : 821-835
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Abstract
Purpose ‐ This paper aims to examine the impact of customer orientation, at the levels of both the company and the salesperson, on salesperson performance. Design/methodology/approach ‐ A survey of 283 salespeople provides the database that was analyzed using structural equation modeling. Findings ‐ Prior studies suggest that both company and salesperson customer orientation has a positive effect on performance. The findings of this study suggest that a salesperson's customer orientation completely mediates the relationship between company customer orientation and salesperson performance. Thus, the influence of a company's customer orientation on salesperson performance acts through the customer orientation of the salespeople. Originality/value ‐ The study reinforces the importance of customer orientation and the role of salespeople in putting customer orientation into practice.
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