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

  • Claudio Pousa, Yunling Liu, Asad Aman
  • The International Journal of Bank Marketing, June 2020, Emerald
  • DOI: 10.1108/ijbm-12-2019-0437

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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The following have contributed to this page: Claudio Pousa