Antecedents to salesperson customer orientation

This manuscript examines the effects of a customer oriented compensation plan on managerial styles and the influences of those management behaviors on salesperson customer orientation. Findings suggest that the compensation plan affects managerial style. Further, a selling oriented manager will reduce the customer orientation of his/her salespeople. Interestingly, a customer oriented managerial style does not have a significant effect on salesperson customer orientation.
INTRODUCTION Sales research has consistently demonstrated the importance of a salesperson maintaining a 'customer oriented' selling approach rather than a 'salesperson oriented' selling approach (e.g. Goff et al., 1997; Saxe [...]