The Influence of Organization Customer-Oriented Culture on Salesperson’s Selling-Oriented/Customer-Oriented Selling Behaviors: The Mediating Roles of Perceived Goal Interdependence

• Main Authors: Katrina, Cheng, 鄭怡雯
• Other Authors: Song, Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/848uaq

碩士 === 崑山科技大學 === 企業管理研究所 === 102 === The purpose of this study is to understand the linkages among organizational customer-oriented culture, salespeople's internalization to customer-oriented culture, and salesperson's SO/CO selling behavior. First of all, based on the theory of strong situations, the study explores the influence of customer-oriented culture within sales organizations on salespeople's SO/CO selling behavior. Secondly, based on the goal interdependence theory, the study separates the structural relationship between sales performance goal and customers satisfaction goal into cooperative interdependence and competitive interdependence, and then infers the impact of customer-oriented culture on salespersons' perception of goal interdependence, the influence of salespersons' perception of goal interdependence on their SO/CO selling behavior, and the mediating roles of salespersons' perception of goal interdependence. In this study, we use questionnaire of 201 companinies' salesperson to test the hypothesis inference. Structural equation modeling analysis results showed that: (1) organizational culture of customer orientation will not only directly affect salespersons’ CO selling but also indirectly affect through cooperative interdependence cognitive mediation. (2)perceived quota difficulty of salespeople indirectly affect their SO selling through competitive interdependence of cognitive mediation. Finally, this study suggested academic, managerial implications and subsequent studies based on the empirical results.