Marketing Faculty Publications and Presentations
Document Type
Article
Publication Date
12-2022
Abstract
The purpose of this research is to examine the notion of salesperson moral identity as a prosocial individual trait and its associated effects on customer and coworker relationships. In addition, this study examines the underlying processes in which these effects occur as well as the moderating role of internal competitive climate. Our empirical investigation of business-to-business (B2B) sales professionals reveals that moral identity has both direct and indirect effects on a salesperson’s customer- and team-directed outcomes. Specifically, our results demonstrate that salesperson moral identity positively affects both salesperson-customer identification and organizational identification, which, in turn, impact customer service provision and teamwork. Our findings also indicate that internal competitive climate exacerbates the positive effects of salesperson moral identity on customer service provision and teamwork.
Recommended Citation
Itani, O.S. and Chaker, N.N., 2022. Harnessing the power within: The consequences of salesperson moral identity and the moderating role of internal competitive climate. Journal of Business Ethics, 181(4), pp.847-871. https://doi.org/10.1007/s10551-021-04794-4
Publication Title
Journal of Business Ethics
DOI
https://doi.org/10.1007/s10551-021-04794-4
Comments
Reprints and Permissions
Original published version available at https://doi.org/10.1007/s10551-021-04794-4
https://rdcu.be/dov6U