Salesperson Adaptive Selling Behavior and Customer Orientation: A Meta-Analysis

The authors combine findings from 155 samples of more than 31,000 salespeople to test alternative models of antecedents and consequences of adaptive selling behavior (ASB) and customer orientation (CO). A random-effects meta-analysis yields average values for 28 different correlations ranging from -.16 to .35, 19 of which are significant. Controlling for salesperson gender and selling experience, structural equation modeling indicates that ASB increases self-rated, manager-rated, and objective measures of performance, whereas CO increases only self-rated performance. Both ASB and CO increase job satisfaction. Tests of reciprocal relationships indicate that ASB increases CO and job satisfaction increases performance rather than vice versa. Selling experience increases performance but not job satisfaction, and saleswomen rate their performance and satisfaction slightly higher than salesmen do. The magnitudes of the relationships indicate that ASB and selling experience have greater effects than CO and gender on salesperson performance.