Browse > Article
http://dx.doi.org/10.13106/jafeb.2020.vol7.no5.205

Core Self-Evaluation and Sales Performance of Female Salespeople in Face-to-Face Channel  

YOON, Duk Woon (Seoul Business School, aSSIST)
KIM, Bo Young (Seoul Business School, aSSIST)
OH, Sung Ho (The Institute for Industrial Policy Studies)
Publication Information
The Journal of Asian Finance, Economics and Business / v.7, no.5, 2020 , pp. 205-216 More about this Journal
Abstract
This study seeks to empirically analyze the effects of core self-evaluation and adaptive selling behavior on sales performance for female salespersons engaged in door-to-door sales through the face-to-face channel in the wellness industry. This study seeks to examine the importance of adaptive selling, through, salespeople derive appropriate strategies in response to market changes. For female salespeople who use face-to-face channels, this study empirically investigated the relationship between core self-evaluation and adaptive selling, and effects on sales performance. A 31-item survey was constructed, based on prior research. We selected six door-to-door sales companies in South Korea and conducted one-to-one interviews with female salespeople in the Seoul metropolitan area and analyzed 208 pieces of significant data. Results demonstrated that among the core self-evaluation factors for female salespeople, self-esteem, self-efficacy, and neuroticism had an effect on adaptive selling factors, while locus of control did not. These factors were found to affect sales performance through the mediating role of adaptive selling. Improvements in the adaptive selling capabilities of female salespeople in charge of face-to-face channels positively affected sales performance. Management efforts are required to enhance self-esteem, self-efficacy, or neuroticism. These results suggest that companies should support enhancing individual adaptive selling capabilities of their salespeople.
Keywords
Face-to-Face Sales; Female Salesperson; Door-to-Door Sales; Core Self-Evaluation; Adaptive Selling;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
연도 인용수 순위
1 Ashforth, B. E., & Humphrey, R. H. (1993). Emotional labour in service roles: The influence of identity. Academy of Management Review, 18(1), 88-115.   DOI
2 Baldauf, A., & Cravens, D. W. (2002). The effect of moderators on the salesperson behavior performance and salesperson outcome performance and sales organization effectiveness relationships. European Journal of Marketing, 36(11/12), 1367-1388.   DOI
3 Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1), 71-84.   DOI
4 Adelmann, P. K. (1995). Emotional labor as a potential source of job stress. In S. L. Sauter & L. R. Murphy (Eds.), Organizational risk factors for job stress (pp.371-381). New York, NY: American Psychological Association.
5 Anderson, E., & Oliver, R. L. (1987). Perspectives on behaviorbased versus outcome-based salesforce control systems. Journal of Marketing, 51(4), 76-88.   DOI
6 Arfah, A., & Putra, A.H.P.K. (2019). Analysis of productivity of distribution of female workers in FB's industries. Journal of Distribution Sciences, 17(3). 31-39.   DOI
7 Boorom, M. L., Goolsby, J. R., & Ramsey, R. P. (1998). Relational communication traits and their effect on adaptiveness and sales performance. Journal of the Academy of Marketing Science, 26(1), 16-30.   DOI
8 Shaw, G., Brown, R., & Bromiley, P. (1998). Strategic stories: How 3M is rewriting business planning. Harvard Business Review, 76(3), 41-49.
9 Solomon, M. R., Surprenant, C., Czepiel, J. A., & Gutman, E. G. (1985). A role theory perspective on dyadic interactions: the service encounter. Journal of Marketing, 49(1), 99-111.   DOI
10 Bono, J. E., & Judge, T. A. (2003). Core self‐evaluations: A review of the trait and its role in job satisfaction and job performance. European Journal of Personality, 17(S1), 5-18.   DOI
11 Bray, D. W. (1994). Personnel-centered organizational diagnosis. In A. Howard, The professional practice series. Diagnosis for organizational change: Methods and models (pp.152-171). New York, NY: Guilford Press.
12 Swan, J. E., Bowers, M. R., & Richardson, L. D. (1999). customer trust in the salesperson: An integrative review and meta-analysis of the empirical literature. Journal of Business Research, 44(2), 93-107.   DOI
13 Spiro, R. L., & Weitz, B. A. (1990). Adaptive selling: conceptualization, measurement and nomological validity. Journal of Marketing Research, 27(1), 61-69.   DOI
14 Stock, R. M., & Hoyer, W. D. (2005). An attitude-behavior model of salespeople’s customer orientation. Journal of the Academy of Marketing Science, 33(4), 536-552.   DOI
15 Swan, J. E., & Nolan, J. J. (1985). Gaining customer trust: a conceptual guide for the salesperson. Journal of Personal Selling & Sales Management, 5(2), 39-48.
16 Szymanski, D. M. (1988). Determinants of selling effectiveness: the importance of declarative knowledge to the personal selling concept. Journal of Marketing, 52(1), 64-77.   DOI
17 Taylor, S. E. (1983). Adjustment to threatening events: A theory of cognitive adaptation. American Psychologist, 38(11), 1161-1173.   DOI
18 Burnham, T. A., Frels, J. K., & Vijay, M. (2003). Consumer Switching Costs: A Typology, Antecedents and Consequences. Journal of Academy of Marketing Science, 31(2), 109-126   DOI
19 Brown, S. P., Mowen, J. C., Donavan, D. T., & Licata, J. W. (2002). The customer orientation of service workers: personality trait determinants and effects on self and supervisor ratings. Journal of Marketing Research, 39(1), 110-119.   DOI
20 Bucklin, L. P., & Sengupta, S. (1993). Organizing successful comarketing alliances. Journal of Marketing, 57(2), 32-46.   DOI
21 Chakrabarty, S., Brown, G., & Widing, R. E. (2013). Distinguishing between the roles of customer-oriented selling and adaptive selling in managing dysfunctional conflict in buyer-seller relationships. Journal of Personal Selling & Sales Management, 33(3), 245-260.   DOI
22 Chakrabarty, S., Brown, G., Widing, R. E., & Taylor, R. D. (2004). Analysis and recommendations for the alternative measures of adaptive selling. Journal of Personal Selling & Sales Management, 24(2), 125-133.
23 Cordes, C. L., & Dougherty, T. W. (1993). A review and an integration of research on job burnout. Academy of Management Review, 18(4), 621-656.   DOI
24 Weitz, B. A. (1981). Effectiveness in sales interactions: a contingency framework. Journal of Marketing, 45(1), 85-103.   DOI
25 Vink, J., & Verbeke, W. (1993). Adaptive selling and organizational characteristics: Suggestions for future research. Journal of Personal Selling & Sales Management, 13(1), 15-23.
26 Walker, O. C. Jr., Churchill, G. A. Jr., & Ford, N. M. (1977). Motivation and performance in industrial selling: present knowledge and needed research. Journal of Marketing Research, 14(2), 156-168.   DOI
27 Wanberg, C. R., & Banas, J. T. (2000). Predictors and outcomes of openness to changes in a reorganizing workplace. Journal of Applied Psychology, 85(1), 132-142.   DOI
28 Weitz, B. A., Sujan, H., & Sujan, M. (1986). Knowledge, motivation, and adaptive behavior: A framework for improving selling effectiveness. Journal of Marketing, 50(4), 174-191.   DOI
29 Diefendorff, J. M., Croyle, M. H., & Gosserand, R. H. (2005). The dimensionality and antecedents of emotional labor strategies. Journal of Vocational Behavior, 66(2), 339-357.   DOI
30 Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 328-388.
31 Yeo, C., Cho, Y., & Lee, H. (2017). The Effect of sales people’s organizational identification on customer-oriented selling and performance: Focused on moderating effect of employment status. Journal of Marketing Studies, 25(1), 111-129.
32 Yoon, D. W., & Kim, B. Y. (2019). The effects of core selfevaluation factors of female salesperson on sales performance. Journal of Distribution Sciences, 17(11), 5-15.
33 Yoon, K. H., Kim, B. Y., & Eom J. G. (2019). The effects of job crafting on career success of multinational corporations' employee. Journal of Asian Finance, Economics and Business, 6(4), 213-225. https://doi.org/10.13106/jafeb.2019.vol6.no4.213   DOI
34 Homburg, C., Wieseke, J., & Bornemann, T. (2009). Implementing the marketing concept at the employee-customer interface: The role of customer need knowledge. Journal of Marketing, 73(4), 64-81.   DOI
35 Franke, G. R., & Park, J. E. (2006). Salesperson adaptive selling behavior and customer orientation. Journal of Consumer Research, 21(1), 1-31.   DOI
36 Grandey, A. A. (2003). When “The show must go on”: surface acting and deep acting as determinants of emotional exhaustion and peer-rated service delivery. Academy of Management Journal, 46(1), 86-96.   DOI
37 Hobfoll, S. E., Johnson, R. J., Ennis, N., & Jackson, A. P. (2003). Resource loss, resource gain, and emotional outcomes among inner city women. Journal of Personality and Social Psychology, 84(3), 632-643.   DOI
38 Humphrey, R. H., & Ashforth, B. (1994). Cognitive scripts and prototypes in service encounters. Advances in services marketing and management, 3(C), 175-199.
39 Jaramillo, F., Ladik, D. M., Marshall, G. W., & Mulki, J. P. (2007). A meta‐analysis of the relationship between sales orientation customer orientation (SOCO) and salesperson job performance. Journal of Business and Industrial Marketing, 22(5), 302-310.   DOI
40 Jeong, Y., Ahn, S., & Lee, H. (2017). Differential effect of control mechanism toward salesperson on SOCO behaviors and sales performance in pharmaceutical distribution channel. Distribution Research, 22(1), 69-91.
41 Judge, T. A., Locke, E. A., & Durham, C. C. (1997). The dispositional causes of job satisfaction: A core evaluations approach. Research in Organizational Behavior, 19(1), 151-188.
42 Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2002). Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. Journal of Business Research, 55(6), 441-450.   DOI
43 Judge, T. A., Erez, A., Bono, J. E., & Thoresen, C. J. (2003). The core self‐evaluations scale: Development of a measure. Personnel Psychology, 56(2), 303-331.   DOI
44 Judge, T. A., Heller, D., & Klinger, R. (2008). The dispositional sources of job satisfaction: A comparative test. Applied Psychology: An International Review, 57(1), 361-372.   DOI
45 Kang, S. H., Hur, W. M., & Kim, M. S. (2018). The effects of female service managers’ self-determined motivations on job performance. Journal of Distribution Sciences, 16(2), 69-80.
46 Karatepe, O. M., & Karatepe, T. (2009). Role stress, emotional exhaustion, and turnover intentions: does organizational tenure in hotels matter? Journal of Human Resources in Hospitality & Tourism, 9(1), 1-16.   DOI
47 Keillor, B. D., Parker, R. S., & Pettijohn, C. E. (2000). Relationship‐Oriented Characteristics and Individual Salesperson Performance. Journal of Business & Industrial Marketing, 15(1), 7-22.   DOI
48 Kelley, S. W. (1992). Developing customer orientation among service employees. Journal of the Academy of Marketing Science, 20(1), 27-36.   DOI
49 Kim, N., Lee, H., & Lee, D. (2009). The impacts of salesperson’s relationship beliefs on adaptive selling and sales performance: Moderating effect of insurance salesperson’s career. Asia-Pacific Journal of Business & Commerce, 1(2), 151-171.
50 Kim, S. (2007). A study on relationship of salesperson’s attachment tendency, relationship beliefs, and adaptive selling. Marketing Research, 22(2), 135-175.
51 Kohli, A. K., & Jaworski, B. J. (1994). The influence of coworker feedback on salespeople. Journal of Marketing, 58(4), 82-94.   DOI
52 Kotler P., Armstrong G., Saunders J., & Wong V. (1996). Principles of Marketing, the European Edition. London, England: Prentice Hall.
53 Kwak, H., Anderson, R. E., Leigh, T. W., & Bonifield, S. D. (2019). Impact of salesperson macro-adaptive selling strategy on job performance and satisfaction. Journal of Business Research, 94, 42-55.   DOI
54 Lee, I., & Ji, S. (2014). Effects of control types on adaptive selling behavior and sales performance. Journal of Distribution and Management Research, 17(3), 91-98.   DOI
55 Lee, S. S. (2014). A comparative study on consumer's perception, satisfaction, repurchase intentions between door-to-door marketing and multi-level marketing. Korean Society of Consumer Studies, 25(2). 32-45.
56 Lee, W. S., & Kim, B. Y. (2019). The effects of career orientations on entrepreneurial satisfaction and business sustainability. Journal of Asian Finance, Economics and Business, 6(4), 235-248. https://doi.org/10.13106/jafeb.2019.vol6.no4.235   DOI
57 Narver, J. C., & Slater, S. F. (1990). The effect of a marketing orientation on business profitability. Journal of Marketing, 54(4), 20-35.   DOI
58 Nguyen, N. D. P., & Nguyen, T. D. (2017). The effect of country-of-origin on customer purchase intention: A study of functional products in Vietnam. Journal of Asian Finance, Economics and Business, 4(3), 75-84. http://dx.doi.org/10.13106/jafeb.2017.vol4.no3.75   DOI
59 Oke, J. B., Cohen, J. G., Carr, M., Cromer, J., Dingizian, A., Harris, F. H., & Miller, J. (1995). The Keck low-resolution imaging spectrometer. Publications of the Astronomical Society of the Pacific, 107(710), 375-385.   DOI
60 Nikolaou, I., & Tsaousis, I. (2002). Emotional intelligence in the workplace: Exploring its effects on occupational stress and organizational commitment. International Journal of Organizational Analysis, 10(4), 327-342.   DOI
61 Parasuraman, A. (1987). Customer-oriented corporate cultures are crucial to services marketing success. Journal of Services Marketing, 1(1), 39-46.   DOI
62 Park, J. E., & Deitz, G. D. (2006). The effect of working relationship quality on salesperson performance and job satisfaction: Adaptive selling behavior in Korean automobile sales representatives. Journal of Business Research, 59(2), 204-213.   DOI
63 Peppard, J. (2000). Customer relationship management (CRM) in financial services. European Management Journal, 18(3), 312-327.   DOI
64 Rust, R. T., Zahorik, A. J., & Keiningham, T. L. (1995). Return on quality (ROQ): Making service quality financially accountable. Journal of Marketing, 59(2), 58-70.   DOI
65 Saxe, R., & Weitz, B. A. (1982). The SOCO scale: A measure of the customer orientation of salespeople. Journal of Marketing Research, 19(3), 343-351.   DOI
66 Shapiro, B. P. (1988). What the hell is market oriented? Harvard Business Review, 66, 119-125.