Antecedents of adaptive selling behaviour: a study of the Korean cosmetic industry

Abstract

Purpose

This paper examines the antecedents of adaptive selling behavior empirically from the salespeople's, customers', and firms' perspectives.

Design/methodology/approach

Survey design was used for this study. Data from 219 salespeople and their visiting customers in selected cosmetics companies in Korea are used to test the conceptual model using structural equation modeling.

Findings

Findings show that intrinsic motivation, empathy, and product knowledge are germane to adaptive selling behavior among salesperson-level factors. Similarly, among the customer-level factors, the length of the relationship between salespeople and customers positively affects adaptive selling behavior. Also, while supervisory empowerment among the organizational-level factors significantly predicts adaptive selling behavior, supervisory control has a negative effect on adaptive selling behavior. The study finds that emotional intelligence and customer value demandingness do not significantly affect adaptive selling behavior.

Originality/value

Even though there is extant research on adaptive selling behavior, our research differs from previous research because our research focuses on door-to-door personal selling channels. Furthermore, this study departs from previous research because it uses customer-reporting of the salespeople and salespeople's self-reporting responses.

Citation

Amenuvor, F.E., Yi, H.-T. and Boateng, H. (2022), "Antecedents of adaptive selling behaviour: a study of the Korean cosmetic industry", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 4, pp. 688-706. https://doi.org/10.1108/APJML-03-2021-0165