The effect of managerial coaching on salesperson's relationship behaviors: new evidence from frontline bank employees in China

What is it about?

The study tests the effect of a relationship managerial behavior (i.e. managerial coaching) on frontline employee performance (i.e. sales performance) and the mediating effect of employee’s relationship behaviors (i.e. customer orientation and adaptive selling) in a Chinese banking environment. Survey data was collected from 242 frontline employees from a large commercial bank in Dalian (China) and analyzed using structural equation modeling in AMOS 26. Results support a full mediation model, where managerial coaching increases employee customer orientation, customer orientation increases employee adaptive selling and adaptive selling increases sales performance.

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