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An Investigation of Market Orientation’s and Selected Personality Traits’ Relationship With Dimensions of Customer Orientation in Salespersons

Year: 2012

Type: article

Abstract: A salesperson customer orientation (SCO) implements market orientation at the level of the individual. Historically, the SOCO scale has been used measured by adding the positive customer orientation (CO) item scores to the reversed negative selling orientation (SO) item scores and summing them. Previous research has identified a market orientation, Agreeableness and Openness to experience as positive influences on SCO. A path analysis model was tested in this study that included these variables plus the traits of forgiveness and gratitude. Data for the analysis were collected from 191 surveys administered to the sales force of an automobile dealership group. Results showed market orientation, gratitude, and forgiveness had positive and Openness a negative relationship with CO. Agreeableness had no significant relationship with CO or SO. Forgiveness was the only variable that had a negative relationship with SO and a positive relationship with CO.

Source: Marketing Management Journal

DOI: 10.63963/001c.151050

Author: J. GARRY SMITH

Language: English

Topic: Employee Performance and Motivation

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4416950408

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