Customer orientation and salesperson performance

Abstract

Purpose This paper aims to examine the impact of customer orientation, at the levels of both the company and the salesperson, on salesperson performance. Design/methodology/approach A survey of 283 salespeople provides the database that was analyzed using structural equation modeling. Findings Prior studies suggest that both company and salesperson customer orientation has a positive effect on performance. The findings of this study suggest that a salesperson's customer orientation completely mediates the relationship between company customer orientation and salesperson performance. Thus, the influence of a company's customer orientation on salesperson performance acts through the customer orientation of the salespeople. Originality/value The study reinforces the importance of customer orientation and the role of salespeople in putting customer orientation into practice.