Scott B. Friend

Indsales Model: A Facet-Level Job Satisfaction Model among Salespeople

While a debate exists with regard to the measurement of job satisfaction as a global or multifaceted construct, research has yet to understand how the facets of job satisfaction behave in a developmental process. Using the INDSALES satisfaction scale, this research theoretically develops and empirically tests a multifaceted job satisfaction model using a sample of 226 business-to-business sales representatives. The results demonstrate the linkages among different elements of satisfaction and illustrate the interdependencies inherent to job satisfaction facets. Drawing from expectancy theory and the established relationships among satisfaction facets, sales organizations should focus their efforts on increasing salesperson satisfaction with policy and support and properly aligning salesperson expectations.

Measuring Salesperson Burnout: A Reduced Maslach Burnout Inventory for Sales Researchers

Given the negative effect that burnout has on the sales force, such as increased turnover intentions and decreased performance, measurement improvements on this multidimensional construct can have implications regarding how to manage the drivers and outcomes of burnout. However, little is known about the impact of the multiple burnout dimensions in sales contexts because researchers typically opt to collect data using the emotional exhaustion subscale instead of the complete Maslach burnout inventory, which also includes personal accomplishment and depersonalization facets. Using business-to-business and retail salespeople, this study reduces the 22-item burnout scale to 10 items in order to facilitate salesperson burnout research.

Buyer-Seller Relationships Within a Multisource Context: Understanding Customer Defection and Available Alternatives

The purpose of this study is to develop and test a customer defection model describing an organizational buyer’s propensity to stop purchasing from a supplier within a multisource buyer–seller relationship. A total of 168 employees who worked in purchasing using multiple suppliers in procurement were used for this study. Findings provide strategies for the salesperson to utilize in order to reduce the customer’s perception of available alternatives (e.g., increase trust in the salesperson) and defection (e.g., increase customer satisfaction and commitment). Findings also show that the relationship between satisfaction and commitment is fully mediated by trust within a multisource relationship.

Key Skills for Crafting Customer Solutions Within an Ecosystem A Theories-in-Use Perspective

A growing body of marketing and service research analyzes the processes inherent in the creation of customer solutions. This work is increasingly important as vendors and customers alike strive to differentiate themselves from competitors. However, research is often limited because data do not take into consideration the system of the customer’s stakeholders. The present study is an expansive discovery-oriented, theories-in-use inquiry consisting of 117 depth interviews across 59 key account service evaluations. Study results are contextualized within the system of stakeholders involved in the solution development and implementation process termed ecosystem. Working from the understanding that customers consist of sets of interrelated stakeholders, the authors identify key skills for crafting customer solutions within an ecosystem. The findings advance the marketing service field by providing a rich lens by which to conceive of solutions development and implementation, enhancing the ability to understand and design customer solutions.

Levels of analysis and sources of data in sales research: a multilevel-multisource review

Sales researchers are increasingly adopting a multilevel-multisource (MLMS) approach to answer many key questions involving sales managers, salespeople and customers. MLMS research involves the acquisition and analysis of data collected from two or more sources pertaining to multiple hierarchical levels and presents a number of opportunities and challenges for sales researchers to consider. The authors highlight the benefits and the drawbacks of MLMS research and describe various approaches for implementing an MLMS collection and analysis. Additionally, a review of the MLMS studies conducted in the sales domain is provided which summarizes and delineates relationships tested in the extant literature. Based on this review, the authors advance a number of underdeveloped areas of research where MLMS approaches can be applied to further the understanding of the dynamic conditions that typify sales research.

Positive Psychology In Sales: Integrating Psychological Capital

As positive psychology moves into the workplace, researchers have been able to demonstrate the desirable impact of positive organizational behavior. Specifically, psychological capital (PsyCap) improves employee attitudes, behaviors, and performance. Advancing PsyCap in sales research is important given the need for a comprehensive positive approach to drive sales performance, offset the high cost of salesperson turnover, improve cross-functional sales interfaces, and enrich customer relationships. The authors provide an integrative review of PsyCap, discuss its application in sales, and advance an agenda for future research. Research prescriptions are organized according to individual-level, intra-organizational, and extra-organizational outcomes pertinent to the sales field.

Contingent cross-selling and up-selling relationships with performance and job satisfaction: an MOA-theoretic examination

Cross-selling and up-selling are common sales strategies firms use to increase the revenue their salespeople garner from customers. However, these sales approaches are difficult to implement and a large percentage of these programmes fail. Examinations of cross-selling and up-selling traditionally rely on transactional databases which do not assess the salespersons orientations and attitudes. To overcome this limitation, the authors capture the behavioural tendencies towards cross-selling and up-selling by salespeople and embed them within a motivation-opportunity-ability (MOA) theoretical framework. Variables which fit an MOA categorization moderate the efficacy of cross-selling and up-selling on performance and job satisfaction. Using a multi-industry sample of 224 business-to-business salespeople, findings indicate a unique subset of factors differentially interact with cross-selling and up-selling in predicting performance and job satisfaction.

Implicit measures in sales research

Though implicit measures are identified as a valuable technique to measure latent constructs in many domains of inquiry, these measures are seldom used in sales research. This manuscript provides an overview of implicit measurement techniques and examines the potential for expanded application by sales researchers. The authors review the uses and advantages of implicit measures and bring to light specific contexts where implicit measures may provide added contributions to sales research. Specific applications of implicit measurement are identified and sales-related applications are advanced. Further, an exposition and review of the most commonly used implicit measurement technique in marketing research, the Implicit Association Test, is provided. Based on this review, additional research opportunities for future investigation using implicit measurement in sales research are offered.

Familiarity breeds contempt: perceived service and sales complacency in business-to-business relationships

Relationship marketing and its strategic focus on long-term exchanges is an engrained practice in today’s business-to-business (B2B) environment. B2B relationships are important given the reciprocating benefits they offer to offset the resource-intensive investments necessary for relationship initiation and maintenance. However, the reality of the marketplace shows customer defection rates remain a concern, dark side relationship mechanisms emerge as exchanges persist, and suppliers shirk on investing the effort necessary to service their customers. Research is needed to better understand customer defections and the nuanced assessment of perceived supplier complacency in B2B service relationships. To inform this research agenda, the authors assess depth interviews with 56 executive participants across 35 post-mortem customer defection cases. Findings identify thematic representations of perceived supplier complacency within the customer-supplier service provision (i.e. service complacency), as well as during the sales renewal process (i.e. sales complacency).

The role of delight in driving repurchase intentions

A channel differentiator for brick-and-mortar retail stores is the availability of salespeople to assist customers directly in their purchase decision. This research considers two aspects of customer interactions with retail salespeople that lead to perceptions of extraordinary service and enhance repurchase intentions: customer comfort and salesperson expertise. Retail customers desire value-added informational assistance from the salesperson to minimize ambiguity associated with the product and to reduce the risk associated with a purchase decision. A retail salesperson needs to make customers feel comfortable so that the customer will share specific needs during the interaction, and the salesperson can recommend appropriate products and services. Our findings reveal that while both customer comfort and salesperson expertise positively influence satisfaction with the salesperson and customer delight, only customer delight leads to repurchase intentions. While satisfaction is a commonly asserted goal for retailers; the present research suggests that in a transaction-based environment, elevated emotions such as customer delight represent a more powerful predictor of repurchase intentions. This research provides evidence of trainable salesperson behaviors that enhance customer perceptions of extraordinary service and offer firms an opportunity for significant performance gains.