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.


Having left the corporate banking scene to join academia, I have deep respects for B2B salespeople. B2B salesforce in banks is known to be a highly demanding job, with high turnovers and sky-high expectations. By knowing which marketing-related competencies and office cultures that trigger salespeople to engage in proactive behaviors, their productivity could well be optimized.

Muhammad Iskandar Hamzah
Universiti Teknologi MARA

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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