What question did this study set out to answer?

To evaluate the antecedents and performance consequences of adaptive selling behavior and customer orientation among salespeople.

October 20, 2006Journal of Marketing Research

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

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Authors

GFGeorge R. FrankeKiel University JPJeong-Eun ParkUniversity of Seoul

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Implication

Meta-analysis reveals adaptive selling behavior boosts objective and manager-rated performance in salespeople, indicating greater efficacy than customer orientation.

Key Points

To evaluate the antecedents and performance consequences of adaptive selling behavior and customer orientation among salespeople.
Conducted a random-effects meta-analysis across 155 samples comprising more than 31,000 salespeople.
Applied structural equation modeling to analyze directional and reciprocal relationships, controlling for salesperson gender and selling experience.
Generated average values across 28 correlations ranging from -.16 to .35, with 19 demonstrating statistical significance.
Adaptive selling behavior increased self-rated, manager-rated, and objective performance, whereas customer orientation increased only self-rated performance.
Both adaptive selling behavior and customer orientation increased job satisfaction, with reciprocal modeling demonstrating that job satisfaction drives performance rather than vice versa.

Cite This Study

Franke et al. (2006) studied this question.

synapsesocial.com/papers/6a199577e7f8932c5eea6c8a https://doi.org/10.1509/jmkr.43.4.693

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Implication

Meta-analysis reveals adaptive selling behavior boosts objective and manager-rated performance in salespeople, indicating greater efficacy than customer orientation.

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

Discussion

Member takes

Implication

Key Points

Cite This Study

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

Discussion

Member takes

Implication

Key Points

Cite This Study

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