Market Orientation and Salesperson’s Performance in a Hierarchical Linear Modeling Approach
عنوان مقاله: Market Orientation and Salesperson’s Performance in a Hierarchical Linear Modeling Approach
شناسه ملی مقاله: AAMC12_074
منتشر شده در دوازدهمین کنفرانس بینالمللی آکادمی مدیریت آسیا در سال 1396
شناسه ملی مقاله: AAMC12_074
منتشر شده در دوازدهمین کنفرانس بینالمللی آکادمی مدیریت آسیا در سال 1396
مشخصات نویسندگان مقاله:
Siau-Teng teoh - Graduate School of Business, Universiti Sains Malaysia, Malaysia
Salmi Mohd Isa - Graduate School of Business, Universiti Sains Malaysia, Malaysia
خلاصه مقاله:
Siau-Teng teoh - Graduate School of Business, Universiti Sains Malaysia, Malaysia
Salmi Mohd Isa - Graduate School of Business, Universiti Sains Malaysia, Malaysia
Many marketing literatures identify market orientation (MO) as a key marketing philosophy for firms to establish their sustainable competitive advantages. Previous research also acknowledges the positive significant relationship of MO to firm performance. This paper extends the literatures by examining the cross-level effect of firm’s MO to anindividual salesperson’s performance by using the Hierarchical Linear Modeling approach. The present study uses survey data from 152 sales personnel from 30 housing developers to evaluate the impact of firm’s MO to their performance. The result confirms all the MO dimensions having positive cross-level relationship to individual salesperformance, except competitor orientation. Thus, the result suggests that the organization with higher MO, in terms of customer orientation, interfunctional co-ordination, profit orientation and responsiveness, the better the sales person performs.
کلمات کلیدی: Market Orientation, Salesperson’s Performance, Hierarchical Linear Modeling, Housing Development Industry, Malaysia
صفحه اختصاصی مقاله و دریافت فایل کامل: https://civilica.com/doc/689403/