Purpose: This study aims to comprehensively analyze the impact of top management’s emphasis, perceived organizational support, and customer citizenship behavior on salespersons’ self-efficacy. By doing so, it seeks to propose effective strategies for enhancing the self-efficacy of sales personnel, thereby presenting ways to improve corporate performance and strengthen competitiveness. Research design, data, and methodology: This study conducted a survey targeting salespersons engaged in direct sales activities to individual customers, rather than corporate clients. The survey was conducted online using the panel of research firm P, and responses were collected from a total of 234 respondents. All collected responses were used in the actual analysis. Results: The study presents the verification results of hypotheses H1 to H5. First, top management’s emphasis was found to have a positive effect on self-efficacy (γ=0.207, pConclusions: This study emphasizes the crucial role that self-efficacy plays within organizations and suggests that organizational support and interactions with customers are necessary to enhance it.
Yeo et al. (Thu,) studied this question.