What is it about?
The roles of B2B salespeople are essential in generating revenue for the banking industry. Guided by the social cognitive theory, the evidence suggests that individual market-oriented behaviors lead to proactive service behaviors among the B2B salespeople. However, the strength and directions of some of the relationships substantially changed when the cultures enacted by their sales teams were taken into account.
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Why is it important?
Our findings indicate that market-oriented salespeople are more inclined to be proactive and subsequently performed well in generating sales. Besides, a work culture that inculcates creativity and risk-taking enhances customer intelligence activities, while at the same time, weakens responsive and problem-solving actions of the salespeople. Furthermore, excessive red-tape and paperwork reduce customer knowledge sharing activities among them.
Read the Original
This page is a summary of: Elucidating salespeople's market orientation, proactive service behavior and organizational culture in the B2B banking sector: a Malaysian perspective, The International Journal of Bank Marketing, April 2020, Emerald, DOI: 10.1108/ijbm-10-2019-0388.
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