Salesperson ambidexterity and customer satisfaction: examining the role of customer demandingness, adaptive selling, and role conflict
Year: 2017
Type: article
Study design: Observational Study
Abstract: This research investigates the effects of sales-service ambidexterity on salesperson role perceptions, behaviors, and customer satisfaction. Using a business-to-business, salesperson-customer sample, we build and test a model which highlights both the positive and negative consequences of this simultaneous goal pursuit. Specifically, while sales-service ambidexterity positively impacts adaptive selling behaviors, it also increases perceptions of role conflict among salespeople. Customer demandingness moderates these relationships. Taken together, the results provide insights for firms on how to manage their sales force to optimize both sales and service outcomes based on characteristics of their salespeople and customers.
Language: English
Domain: Social Sciences
Open Access status: green
Funder: Ohio University
OpenAlex ID: W2587796858