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April 25, 2026Journal of Distribution and Management ResearchOpen Access

The Influence of Salesperson’s Sales Behavior on Sales Performance and Customer Participation: A Relationship between Customer Orientation and Adaptive Selling

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Authors

CYChankoo Yeo

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Overview

Randomized trial examines the effects of salesperson behavior on sales outcomes in individual customer interactions, highlighting significant impacts.

Key Points

  • This study aims to determine how the sales behavior of salespersons, influenced by organizational culture, impacts individual sales behavior, sales performance, and customer participation.
  • Survey conducted with 252 salespersons from various industries engaged with individual customers.
  • Convenience sampling used to collect data through an online platform.
  • Assessment of causal relationships between customer orientation, adaptive selling behavior, and sales performance.
  • Customer orientation positively influences adaptive selling behavior (Effect size not specified).
  • Adaptive selling behavior positively affects sales performance (Effect size not specified).
  • Adaptive selling behavior positively influences customer participation (Effect size not specified).

Cite This Study

Chankoo Yeo (2023) studied this question.

synapsesocial.com/papers/69ec593e88ba6daa22dab3fdhttps://doi.org/10.17961/jdmr.26.04.202308.97
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