BtoB 销售人员的大五人格、客戶导向与工作绩效的关系 : 服務氛围的调节机制

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BtoB 销售人员的大五人格、客戶导向与工作绩效的关系 : 服務氛围的调节机制

 

Author: 方迎
Fang, Ying
Title: BtoB 销售人员的大五人格、客戶导向与工作绩效的关系 : 服務氛围的调节机制
BtoB xiao shou ren yuan de da wu ren ge, ke hu dao xiang yu gong zuo ji xiao de guan xi : fu wu fen wei de tiao jie ji zhi
Impact of BToB salespeople's personality on customer orientation and job performance : the moderating role of service climate
Degree: D.Mgt.
Year: 2010
Subject: Hong Kong Polytechnic University -- Dissertations
Sales force management
Customer relations
Department: Graduate School of Business
Pages: x, 122 leaves : ill. ; 30 cm.
InnoPac Record: http://library.polyu.edu.hk/record=b2396334
URI: http://theses.lib.polyu.edu.hk/handle/200/6010
Abstract: In business-to-business (BtoB) market, salespeople are a company's key representative to contact and interact with customers. Their job satisfaction and performance is closely associated with their relationship with customers. Extant literature on personality, job performance, job satisfaction, customer orientation and service climate has generated many discussions on front line sales person management in consumer marketing. However, studies which systematically examined the inter-relationship among the above-mentioned variables are rarely found in the BtoB area. This study focused on salespeople's Big-Five personality and its effect on job satisfaction and job performance with customer orientation as the mediator. It also tested the moderating role of service climate on customer orientation, job performance and job satisfaction. The model is tested with a sample of 305 salespeople selected from an international telecom equipment supplier in China. This study concluded that four Big-Five personality dimensions - extraversion, agreeableness, openness, conscientiousness - are positively related to customer orientation and job performance and job satisfaction. The remaining one - neuroticism - is negatively related to customer orientation and job performance and job satisfaction. Customer orientation fully mediates conscientiousness and job performance and job satisfaction. Service climate moderates the relationship of customer orientation, job performance and job satisfaction. Higher level of service climate leads to higher level customer orientation, job satisfaction and job performance. This research adds to existing BtoB literature the moderating role of service climate in sales organization. It also provides managerial implications on salespeople's recruitment, training, and motivation which will enhance buyer-seller relationship.

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