Antecedents and Consequences of Adaptive Selling Confidence and Behavior: A Dyadic Analysis of Salespeople and Their Customers

Journal of the Academy Marketing Science (2010) 38:363–382

20 Pages Posted: 18 Nov 2015 Last revised: 19 Feb 2016

See all articles by Sergio Raul Roman Avila

Sergio Raul Roman Avila

Independent

Dawn Iacobucci

Vanderbilt University - Marketing; Vanderbilt University - Marketing

Date Written: 2010

Abstract

Personal selling is thought to be a very effective marketing vehicle. The notion of adaptive selling suggests that it should work better than any other means of communication because salespeople are able to develop a unique message for each customer. This research proposes a model of key antecedents and consequences of adaptive selling. In particular, we distinguish, measure, and model the attitudinal and behavioral aspects of adaptive selling, something that is encouraged but not thoroughly examined in the literature. Hypotheses are tested using data from 210 salesperson-customer dyads. The results indicate that a salesperson’s perception of the firm’s customer orientation has an effect on adaptive selling behavior through the salesperson’s adaptive selling confidence, role ambiguity, intrinsic motivation and customer-qualification skills. Adaptive selling behavior increases salesperson’s outcome performance, customers’ evaluations of satisfaction with the product and with the salesperson, which enhance customers’ anticipation of future interactions with the salesperson. The implications for management and theory are discussed.

Keywords: Adaptive selling behavior, Adaptive selling confidence, Salesperson’s outcome performance, Firm’s customer orientation, Salesperson’s skills, Intrinsic motivation, Role ambiguity, Customer satisfaction, Customer retention, Dyadic data

Suggested Citation

Roman Avila, Sergio Raul and Iacobucci, Dawn and Iacobucci, Dawn, Antecedents and Consequences of Adaptive Selling Confidence and Behavior: A Dyadic Analysis of Salespeople and Their Customers (2010). Journal of the Academy Marketing Science (2010) 38:363–382, Available at SSRN: https://ssrn.com/abstract=2691640 or http://dx.doi.org/10.2139/ssrn.2691640

Sergio Raul Roman Avila

Independent ( email )

Dawn Iacobucci (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

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