Extraversion and sales performance : does face-to-face communication matter?

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Extraversion and sales performance : does face-to-face communication matter?

 

Author: Chen, Jianwen
Title: Extraversion and sales performance : does face-to-face communication matter?
Degree: D.B.A.
Year: 2016
Subject: Selling.
Business communication.
Customer relations.
Industrial management.
Hong Kong Polytechnic University -- Dissertations
Department: Faculty of Business
Pages: 114 pages : illustrations
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2929075
URI: http://theses.lib.polyu.edu.hk/handle/200/8762
Abstract: Organizational behavior and human resource management studies have focused on the important, popular, but weak conflicting and inconsistent argument that extraversion is associated with superior sales performance. This study extends extant research by taking an interactivist perspective to examine face-to-face (FTF) communication as a moderator of the link between extraversion and sales performance. Data collected from 369 pharmaceutical sales representatives reveals that under low FTF communication, introverts (low extraverts) show a positive inverted U-shaped pattern in the relationship with sales performance; ambiverts (moderate extraverts) show a neutral U-shaped pattern; and high extraverts show a negative U-shaped pattern. Under high FTF communication, high extraverts show a significant, positive, and linear pattern. This study is the first to directly and explicitly assess how well high extraversion and high FTF communication jointly influence sales performance. The study provides theoretical and practical implications for helping organizational personnel managers better match salespersons' personalities with their work and communication environments. The research also provides value to individual salespersons or applicants seeking sales positions.

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