National Culture and Relational Selling: Antecedents, Outcomes and Boundary Conditions of ASB and Customer-Oriented Selling in Korea
1
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
Globalization and the emergence of new markets has placed increased emphasis on cross-cultural sales and marketing research. Despite considerable advances in the personal selling literature, little is known about the cross-cultural transferability of key constructs. Given the degree to which well- accepted relational sales behaviors such as ASB and customer oriented selling reflect Western values such as individualism and low uncertainty avoidance, the relative efficacy of such practices in alternative cultural context is less clear. Using a Korean sample, our results confirm the beneficial direct effects of these relational selling practices upon performance. However, we also find strong work- group interdependence diminishes the effects of ASB and that performance fully mediates the relationship between both sales behaviors and job satisfaction. In contrast to prior results, we find female salespeople and those newer to their position demonstrate stronger ASB.
Abstract
Globalization and the emergence of new markets has placed increased emphasis on cross-cultural sales and marketing research. Despite considerable advances in the personal selling literature, little is known about the cross-cultural transferability of key constructs. Given the degree to which well- accepted relational sales behaviors such as ASB and customer oriented selling reflect Western values such as individualism and low uncertainty avoidance, the relative efficacy of such practices in alternative cultural context is less clear. Using a Korean sample, our results confirm the beneficial direct effects of these relational selling practices upon performance. However, we also find strong work- group interdependence diminishes the effects of ASB and that performance fully mediates the relationship between both sales behaviors and job satisfaction. In contrast to prior results, we find female salespeople and those newer to their position demonstrate stronger ASB.
참고문헌 (37)
- Anderson, J. C., "Structural Equation Modeling in Practice:A Review and Recommended Two-Step Approach", Psychological Bulletin, 103(3), pp.411~423 (1988)
- Bond, M. H., "When modesty fails: The social impact of group-effacing attributions following success or failure", European Journal of Social Psychology, 14(3), pp.335~338 (1984)
- Boorom, M. L., "Relational communication traits and their effect on adaptiveness and sales performance", Journal of the Academy of Marketing Science, 26(1), pp.16~30 (1998)
- Brislin, R. W., "Back translation for crosscultural research", Journal of Cross-Cultural Research, 1(3), pp.185~216 (1970)
- Churchill Jr, G. A., "Organizational climate and job satisfaction in the sales force", Journal of Marketing Research, 13(4), pp.323~332 (1976)
- Davidson, A. R., "Cross-cultural model testing: Toward a solution of the emic-etic dilemna", International Journal of Psychology, 11(1), pp.1~13 (1976)
- Doney, P. M., "Understanding the influence of national culture on the development of trust", The Academy of Management Review, 23(3), pp.601~620 (1998)
- Fornell, C., "Structural equation models with unobservable variables and measurement error: Algebra and statistics", Journal of Marketing Research (JMR), 18(3), pp.382~388 (1981)
- Franke, G. R., "Salesperson adaptive selling behavior and customer orientation: A meta-analysis", Journal of Marketing Research, 43(4), pp.693~702 (2006)
- Franke, G. R., "Culture, economic development and national ethical attitudes", Journal of Business Research, 61(3), pp.254~264 (2008)
- Hofstede, G., "Culture's Consequences: International Differences in Work-Related Values" (1984), Sage
- Huff, L, "Is collectivism a liability? The impact of culture on organizational trust and customer orientation : A seven-nation study", Journal of Business Research, 58(1), pp.96~102 (2005)
- Hyun, K. J., "Sociocultural change and traditional values: Confucian values among Koreans and Korean-Americans", International Journal of Intercultural Relations, 25(2), pp.203~229 (2001)
- Iacobucci, D., "A meditation on mediation : Evidence that structural equations models perform better than regressions", Journal of Consumer Psychology, 17(2), pp.139~153 (2007)
- Keillor, B. D., "Relationship-oriented characteristics and individual salesperson performance", Journal of Business and Industrial Marketing, 15(1), pp.7~22 (2000)
- Lee, K. T., "The structure of Korean consciousness" (1983), Sinwon Moonwhasa
- Lee, Y., "South Korean companies in transition: An evolving strategic management style", Strategic Change, 13(1), pp.29~35 (2004)
- Nesbitt, N., "Voicing memory: history and subjectivity in french caribbean literature" (2003), Rutgers University Press
- Park, I., "Confucianism and the Korean family", Journal of Comparative Family Studies, 26(1), pp.117~134 (1995)
- Park, J. E., "The effect of working relationship quality on salesperson performance and job satisfaction: Adaptive selling behavior in korean automobile sales representatives", Journal of Business Research, 59(2), pp.204~213 (2006)
- Park, J. E., "Adaptive Selling Behavior Revisited: An Empirical Examination of Learning Orientation, Sales Performance and Job Satisfaction", Journal of Personal Selling and Sales Management, 23(3), pp.239~252 (2003)
- Pelto, P. J., "The difference between"tight"and"loose"societies", Trans-Action, 5(5), pp.37~40 (1968)
- Podsakoff, P. M, "Common method biases in behavioral research: A critical review of the literature and recommended remedies", Journal of Applied Psychology, 88(5), pp.879~903 (2003)
- Smith, Rachel, "Cross-cultural examination of online shopping behavior: A comparison of Norway, Germany, and the United States", Journal of Business Research, 66(3), pp.328~335 (2013)
- Raymond, M. A., "Perceptions of Factors Driving Success for Multinational Professional Service Firms in Korea", Journal of International Consumer Marketing, 14(1), pp.23~41 (2001)
- Saxe, R., "The SOCO scale: A measure of the customer orientation of salespeople", Journal of Marketing Research, 19(3), pp.343~351 (1982)
- Schwepker Jr, C. H., "Customer-oriented selling : A review, extension and directions for future research", Journal of Personal Selling and Sales Management, 23(2), pp.151~171 (2003)
- Sobel, M. E., "Sociological Methodology" (1982), American Sociological Association
- Spiro, R. L., "Adaptive selling: Conceptualization, measurement, and nomological validity", Journal of Marketing Research, 27(1), pp.61~69 (1990)
- Stock, R. M., "An attitudebehavior model of salespeople’s customer orientation", Journal of the Academy of Marketing Science, 33(4), pp.536~552 (2005)
- Sujan, H., "Increasing sales productivity by getting salespeople to work smarter", Journal of Personal Selling and Sales Management, 8(2), pp.9~19 (1988)
- Triandis, H. C., "The self and social behavior in differing cultural contexts", Psychological Review, 96(3), pp.506~520 (1989)
- Triandis, H. C., "Multimethod probes of individualism and collectivism", Journal of Personality and Social Psychology, 59(5), pp.1006~1020 (1990)
- Ungson, G. R, "Korean Enterprise: The Quest for Globalization" (1997), HBS Press
- Weitz, B. A., "Effectiveness in sales interactions : A contingency framework", Journal of Marketing, 45(1), pp.85~103 (1981)
- Widmier, S, "The effects of incentives and personality on salesperson's customer orientation", Industrial Marketing Management, 31(7), pp.609~615 (2002)
- Williams, M. R., "Exploring salespersons' customer orientation as a mediator of organizational culture's influence on buyer-seller relationships", Journal of Personal Selling and Sales Management, 16, pp.33~52 (1996)