Salesperson ambidexterity and customer satisfaction: examining the role of customer demandingness, adaptive selling, and role conflict
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AHREANE, MICHAEL JOURNAL OF PERSONAL SELLING AND SALES MANAGEMENTSummary: This research investigates the effects of sales-service ambidexterity on salesperson role perceptions, behaviors, and customer satisfaction. Using a business-to-business, salesperson-customer sample, we build and test a model which highlights both the positive and negative consequences of this simultaneous goal pursuit. Specifically, while sales-service ambidexterity positively impacts adaptive selling behaviors, it also increases perceptions of role conflict among salespeople. Customer demandingness moderates these relationships. Taken together, the results provide insights for firms on how to manage their sales force to optimize both sales and service outcomes based on characteristics of their salespeople and customers.
| Item type | Current library | Call number | Vol info | Status | Date due | Barcode | Item holds | |
|---|---|---|---|---|---|---|---|---|
Journal Article
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Main Library | Vol 37, No 1/ 5557313JA3 (Browse shelf(Opens below)) | Available | 5557313JA3 | ||||
Journals and Periodicals
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Main Library On Display | JRNL/MAR/Vol 37, No 1/5557313 (Browse shelf(Opens below)) | Vol 37, No 1 (01/01/2017) | Not for loan | 5557313 |
This research investigates the effects of sales-service ambidexterity on salesperson role perceptions, behaviors, and customer satisfaction. Using a business-to-business, salesperson-customer sample, we build and test a model which highlights both the positive and negative consequences of this simultaneous goal pursuit. Specifically, while sales-service ambidexterity positively impacts adaptive selling behaviors, it also increases perceptions of role conflict among salespeople. Customer demandingness moderates these relationships. Taken together, the results provide insights for firms on how to manage their sales force to optimize both sales and service outcomes based on characteristics of their salespeople and customers.
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