Effects of Customer Orientation and Sales Orientation on Objective Performance:
This paper empirically examined to what extent customer orientation and selling orientation affect objective criteria (the average customer spend and the number of sold customers) at both the individual and group level. The data of 1,572 salespersons from 391 stores in a Japanese apparel chain revea...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2020-03-01
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| Series: | Maketingu rebyu |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketingreview/1/1/1_2020.003/_html/-char/en |
| _version_ | 1797691170426454016 |
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| author | Atsushi Inuzuka |
| author_facet | Atsushi Inuzuka |
| author_sort | Atsushi Inuzuka |
| collection | DOAJ |
| description | This paper empirically examined to what extent customer orientation and selling orientation affect objective criteria (the average customer spend and the number of sold customers) at both the individual and group level. The data of 1,572 salespersons from 391 stores in a Japanese apparel chain revealed that the two orientations had different effects on objective performance. That is, customer orientation significantly affected the average customer spend, while no significant relationship was found on the number of sold customers. In contrast, selling orientation had an effect on the number of sold customers but not on the average customer spend. In addition, there was a group effect but almost no individual effect of selling orientation. On the contrary, customer orientation had a stronger individual effect than a group effect. From these facts, it is concluded that the mechanisms responsible for these orientations impacting performance are not the same. |
| first_indexed | 2024-03-12T02:10:28Z |
| format | Article |
| id | doaj.art-ba791d16cd714ecd89c38cb4217a469c |
| institution | Directory Open Access Journal |
| issn | 2435-0443 |
| language | Japanese |
| last_indexed | 2024-03-12T02:10:28Z |
| publishDate | 2020-03-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu rebyu |
| spelling | doaj.art-ba791d16cd714ecd89c38cb4217a469c2023-09-06T14:03:11ZjpnJapan Marketing AcademyMaketingu rebyu2435-04432020-03-0111233010.7222/marketingreview.2020.003marketingreviewEffects of Customer Orientation and Sales Orientation on Objective Performance:Atsushi Inuzuka0Professor, Graduate School of Economics, Nagoya UniversityThis paper empirically examined to what extent customer orientation and selling orientation affect objective criteria (the average customer spend and the number of sold customers) at both the individual and group level. The data of 1,572 salespersons from 391 stores in a Japanese apparel chain revealed that the two orientations had different effects on objective performance. That is, customer orientation significantly affected the average customer spend, while no significant relationship was found on the number of sold customers. In contrast, selling orientation had an effect on the number of sold customers but not on the average customer spend. In addition, there was a group effect but almost no individual effect of selling orientation. On the contrary, customer orientation had a stronger individual effect than a group effect. From these facts, it is concluded that the mechanisms responsible for these orientations impacting performance are not the same.https://www.jstage.jst.go.jp/article/marketingreview/1/1/1_2020.003/_html/-char/encustomer orientationselling orientationobjective performancemultilevel analysis |
| spellingShingle | Atsushi Inuzuka Effects of Customer Orientation and Sales Orientation on Objective Performance: Maketingu rebyu customer orientation selling orientation objective performance multilevel analysis |
| title | Effects of Customer Orientation and Sales Orientation on Objective Performance: |
| title_full | Effects of Customer Orientation and Sales Orientation on Objective Performance: |
| title_fullStr | Effects of Customer Orientation and Sales Orientation on Objective Performance: |
| title_full_unstemmed | Effects of Customer Orientation and Sales Orientation on Objective Performance: |
| title_short | Effects of Customer Orientation and Sales Orientation on Objective Performance: |
| title_sort | effects of customer orientation and sales orientation on objective performance |
| topic | customer orientation selling orientation objective performance multilevel analysis |
| url | https://www.jstage.jst.go.jp/article/marketingreview/1/1/1_2020.003/_html/-char/en |
| work_keys_str_mv | AT atsushiinuzuka effectsofcustomerorientationandsalesorientationonobjectiveperformance |