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Cited by 532

The DOI matches its Crossref record; 88 of the 88 references it cites were found in a registry or an index.

When Should the Customer Really be King? On the Optimum Level of Salesperson Customer Orientation in Sales Encounters

Homburg, Christian, Müller, Michael, Klarmann, Martin·2011·Journal of Marketing
DOI 10.1509/jm.75.2.55
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Abstract

In today's age of relational selling, a key challenge for salespeople is to determine the degree to which their customer-oriented behaviors drive sales performance. Therefore, this study analyzes whether a salesperson's customer orientation in sales encounters has an optimum level with regard to sales performance and customer attitudes. Using triadic data from a cross-industry survey of 56 sales managers, 195 sales representatives, and 538 customers, the authors provide strong empirical support for a curvilinear, inverted U-shaped effect of a salesperson's customer orientation on sales performance, whereas the effect of customer orientation on customer attitudes is continuously positive. Moreover, the findings reveal that the optimum level of customer orientation with regard to sales performance is higher for salespeople selling individualized products, in firms pursuing a premium price strategy, and in markets with a high degree of competitive intensity.

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Metadata

Authors
Homburg, C., Müller, M., & Klarmann, M.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2011-03
Volume
75
Issue
2
Pages
55-74
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jm.75.2.55
OpenAlex
W2138600884
Cited by
532
References
88
FWCI
58.22
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.