Salesperson ambidexterity and customer satisfaction: Examining the role of customer demandingness, adaptive selling, and role conflict

Authors

Raj Agnihotri
Colin B. Gabler
Omar S. Itani, The University of Texas Rio Grande ValleyFollow
Fernando Jaramillo
Michael T. Krush

Document Type

Article

Publication Date

2-14-2017

Abstract

This research investigates the effects of sales-service ambidexterity on salesperson role perceptions, behaviors, and customer satisfaction. Using a business-to-business, salesperson-customer sample, we build and test a model which highlights both the positive and negative consequences of this simultaneous goal pursuit. Specifically, while sales-service ambidexterity positively impacts adaptive selling behaviors, it also increases perceptions of role conflict among salespeople. Customer demandingness moderates these relationships. Taken together, the results provide insights for firms on how to manage their sales force to optimize both sales and service outcomes based on characteristics of their salespeople and customers.

Comments

This Open Access post‐print is licensed under a Creative Commons Attribution‐Non Commercial‐No Derivatives (CC‐BY‐NC‐ND 4.0).

Recommended Citation

Agnihotri, R., Gabler, C.B., Itani, O.S., Jaramillo, F. and Krush, M.T., 2017. Salesperson ambidexterity and customer satisfaction: examining the role of customer demandingness, adaptive selling, and role conflict. Journal of Personal Selling & Sales Management, 37(1), pp.27-41. https://doi.org/10.1080/08853134.2016.1272053

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Publication Title

Journal of Personal Selling & Sales Management

DOI

https://doi.org/10.1080/08853134.2016.1272053