The impact of salesperson transformational leadership behavior on customer relationship marketing behavior: A study of the Sri Lankan corporate banking sector

The purpose of this paper is to identify the impact of transformational leadership behavior of salespersons on the level of customers' trust and customers' relationship commitment with the salespersons in the Sri Lankan corporate banking sector. Based on the literature, it was hypothesized...

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Bibliographic Details
Published in:International journal of bank marketing 2006-01, Vol.24 (7), p.461-474
Main Authors: Jayakody, JASK, Sanjeewani, W M A
Format: Article
Language:English
Subjects:
Bank marketing
Banking industry
Behavior
Business to business commerce
Commercial banks
Customer relations
Customers
Hypotheses
Hypothesis testing
Impact analysis
Influence
Leadership
Marketing
Questionnaires
Relationship banking
Salespeople
Studies
Transformational leadership
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Summary:The purpose of this paper is to identify the impact of transformational leadership behavior of salespersons on the level of customers' trust and customers' relationship commitment with the salespersons in the Sri Lankan corporate banking sector. Based on the literature, it was hypothesized that idealized influence behavior and individualized considerate behavior of salespersons positively affect customers' trust and customers' relationship commitment. A survey was undertaken among 47 sales persons in the Sri Lankan corporate banking sector, and the regression analysis was performed to test hypotheses. It was found that idealized influence behavior of salespersons positively influences customer trust, which, together with individualized consideration of salespersons, in turn influences customer commitment. It was also found that the joint effect of both customers' trust and individualized considerate behavior of the salesperson is greater than each alone on customers' relationship commitment. The small sample and non-probabilistic sampling procedure demand further corroboration of the findings. As the relationship marketing literature stresses the coexistence of both relationship and transactional marketing, future researchers may use the full-range of leadership model.
ISSN:0265-2323
1758-5937
DOI:10.1108/02652320610712085