Re-examining Salesperson Goal Orientations: Personality Influencers, Customer Orientation, and Work Satisfaction

Several scholars have noted the importance of relationship marketing and the critical role that salesperson knowledge plays in the formation of buyer-seller relationships. However, research on salesperson learning motivations has been relatively scarce compared with research on firm-level learning o...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2005-01, Vol.33 (1), p.19-35
Main Author: Harris, E. G.
Format: Article
Language:English
Subjects:
Behavior
Control theory
Customer relations
Employee behavior
Feedback
Goal setting
Hypotheses
Influence
Marketing
Motivation
Personality
Relationship marketing
Salespeople
Statistical data
Studies
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Summary:Several scholars have noted the importance of relationship marketing and the critical role that salesperson knowledge plays in the formation of buyer-seller relationships. However, research on salesperson learning motivations has been relatively scarce compared with research on firm-level learning orientations. One promising stream of research in this area is salesperson goal orientation. Drawing from previous work in control theory, the authors extend previous research in this area by proposing relationships between personality influencers, goal orientations, customer/selling orientations, and overall work satisfaction. Their hypotheses are tested using data obtained from a sample of 190 real estate agents. The results provide support for their hypothesized model. Specifically, learning orientation, while performance orientation is shown to positively influence selling orientation [PUBLICATION ABSTRACT]
ISSN:0092-0703
1552-7824
DOI:10.1177/0092070304267927