Purpose: The purpose of this study is to find out whether the sales behavior of salespersons as an organizational culture affects individual sales behavior reflecting individual characteristics (culture behavior-drive-individual behavior). And it is to discuss and demonstrate how adaptive selling behavior affects sales performance and customer participation. Research design, data, and methodology: In this study, the authors conducted a survey from salespersons who are dealing with individual customers rather than corporate customers and are employed at various industries. This study, the survey was conducted by requesting an online survey company. The survey was conducted online and a total of 252 samples were collected for analysis using convenience sampling. Results: This study examines salesperson’s customer orientation and adaptive sales from an organizational cultural perspective and from an individual’s behavioral perspective carrying out a marketing concept, and studies the relationship between the two variables. First, as a result of examining the causal relationship between customer orientation and adaptive selling behavior, it was found that customer orientation had a positive effect on adaptive selling behavior (H1). Second, it was found that adaptive selling behavior had a positive effect on sales performance (H2). Finally, adaptive selling behavior was found to have a positive effect on customer participation (H3). Conclusions: This result suggests the need for educational programs which provide the salesperson with opportunities to understand customer-oriented organizational culture. In addition, such programs need to empower salespeople to develop positive corporate identities.
Chankoo Yeo (Thu,) studied this question.