Optimisation of knowledge sharing behaviour capability among sales executives: application of SEM and fsQCA

The Effect of Door-to-Door Salespeople’s Individual Sales Capabilities on Selling Behavior and Performance: The Moderating Effect of Competitive Intensity

The present study investigates the effect of salespeople’s individual sales capabilities on selling behaviors and sales performance in door-to-door personal selling channels. The data are gathered from 219 South Korean salespeople. The hypotheses are tested using the structural equation modeling technique. The study finds that salespeople's individual sales capabilities have a greater impact on customer-oriented selling behavior than sales-oriented selling behavior. Similarly, both sales-oriented and customer-oriented selling behaviors have significant positive effects on sales performance. The study also discovers that competitive intensity moderates the relationship between customer-oriented selling behavior and sales performance, but has no significant effect on the relationship between sales-oriented selling behavior and sales performance. The current research only looks at door-to-door personal selling channels in South Korea. The implication is that the impacts of individual selling capabilities may differ in other contexts. The current study demonstrates that competitive intensity can reduce the impact that a “customer orientation” has on sales performance, and thus a blend of the two orientations (SOCO) is recommended for desired performance outcomes in the face of competition. Additionally, firms should focus on creating a culture that builds and enriches the sales capabilities of salespeople.

Effects of Sales-Related Capabilities of Personal Selling Organizations on Individual Sales Capability, Sales Behaviors and Sales Performance in Cosmetics Personal Selling Channels

This study sets out to assess the effects of sales-related capabilities of personal selling organizations on individual sales capabilities, sales behaviors, and sales performance in cosmetics personal selling channels. Data are collected from 151 salespeople, their sales organizations, and their visiting customers (151) in South Korea. The proposed hypotheses are tested through the structural equation modelling technique. The study finds that both types of sales-related capabilities (salesforce management capabilities and personal selling capabilities) have significant positive effects on the individual sales capabilities, respectively. Further, the individual sales capability of salespeople has a stronger impact on customer-oriented sales behavior than on selling-oriented sales behavior. Similarly, selling-oriented sales behavior has a negative effect on customer satisfaction while customer-oriented sales behavior has a positive effect. The study further finds that customer-oriented sales behavior has a positive effect, while selling-oriented sales behavior has no statistically significant effect on sales performance. The relationship length, the study finds, moderates the relationship between customer-oriented sales behavior and customer satisfaction. The study offers practical and theoretical insights into understanding the nuances of sales-related capabilities of sales organizations and how they affect the individual selling capabilities of salespeople, their selling behaviors and sales performance. The results also have crucial consequences for sales organizations, as they can help sales managers design strategies and develop a culture that focuses on building and enhancing the selling capabilities of the firm and the salesforce. The present study demonstrates how the selling capabilities of the personal selling organization can influence the individual selling capabilities of the salesperson and how these could engender positive selling behaviors and sales performance.