Sergio Román, Rocío Rodríguez and Jorge Fernando Jaramillo
Mobile technologies have become indispensable in sales. However, there is a lack of agreement about whether mobile technology use facilitates the sales job or contributes to the…
Abstract
Purpose
Mobile technologies have become indispensable in sales. However, there is a lack of agreement about whether mobile technology use facilitates the sales job or contributes to the salesperson’s stress and reduced job satisfaction. To address this controversy, this study aims to examine the effect of mobile technology use (smartphones, laptop computers and tablets) on salespeople’s role stress and job satisfaction.
Design/methodology/approach
Hypotheses are tested using responses of 265 sales employees working for a broad range of industries in Spain.
Findings
This study shows that mobile technology use during working hours has a positive effect on job satisfaction through a mediating process that involves role stress. In addition, the impact of mobile technology use on role stress is strengthened by technological compatibility.
Originality/value
The current study extends previous research by moving beyond a focus on technology-centric outcomes (i.e. sales performance) to understanding broader, more psychological outcomes, namely, role stress and job satisfaction. Importantly, previous research reporting that salespeople feel “plugged in” to a device all day have not made the distinction about when the mobile device is used. One important difference in this study is that it exclusively focuses on mobile technology use during working hours.
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Rocío Rodríguez, Göran Svensson, Sergio Román and Greg Wood
The purpose of this study is to examine the actions and interactions that take place before and after purchase between a service provider (service seller) and its customers…
Abstract
Purpose
The purpose of this study is to examine the actions and interactions that take place before and after purchase between a service provider (service seller) and its customers (service buyers) in complex business relationships. Specifically, it is to examine customers’ expectations of the service provider’s service offer before purchase and the same customers’ perceptions of the service solution offered after purchase in a business-to-business (B2B) context.
Design/methodology/approach
This study adopted a mixed methods design, which combined data generated through in-depth interviews (both with service buyers and key informants from the service company), an online customer survey, analysis of textual documents and structured observations of buyer–seller interactions and actions. Both objective and subjective points of view at different stages of the investigation were collected.
Findings
The authors’ results show that, contrary to previous evidence in B2C service research, the customers’ perceptions of the service performance were not significantly related to their previous expectations. In this context, characterized by dynamic and constantly evolving processes and many parties (both from the buyer and the seller company) involved in the implementation process, service complexity may cause a lack of well-formed expectations regarding how the service will perform and its relevant performance attributes.
Research limitations/implications
This study suggests that the service models traditionally used to describe and explain customer service expectations and perceptions in relatively simple service contexts with final consumers are difficult to apply in B2B complex business relationships. Rather, scholars need to take a holistic, continuously evolving and adapted perspective when examining the formation of customer service expectations and their perceptions in B2B complex services.
Practical implications
There should be a teleological balance between sales and purchase approaches in B2B contexts to optimize the outcome of complex business relationships between service providers and service receivers. The authors suggest several recommendations to service providers to ensure that their salespeople do not create unrealistic and unachievable expectations in the minds of the service receivers. Service providers are also encouraged to develop formal cross functional teams (e.g. consisting of salespeople, service technicians and service support) based on mutual understanding and information sharing.
Originality/value
This study provides an alternative time-oriented understanding of the way customer expectations before purchase and their perceptions after purchasing a complex software solution in industrial markets formed through the lens of teleological framework. As such, this is the first empirical inquiry with this specific framework in B2B contexts making a relevant contribution to literature.
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Sergio Román, Stefan Bodenstab and Luis Manuel Sánchez-Siles
Companies are increasingly aware of the importance of delivering economic, social and environmental benefits through sustainable innovation. This study aims to examine how…
Abstract
Purpose
Companies are increasingly aware of the importance of delivering economic, social and environmental benefits through sustainable innovation. This study aims to examine how companies manage tensions derived from sustainable innovation and identify internal and external factors that facilitate its successful implementation in the food industry.
Design/methodology/approach
An abductive and qualitative research approach was followed. Data from a multinational food manufacturer were collected from a variety of sources, which included 23 in-depth interviews with respondents from 9 different countries as well as public documents of the company under study.
Findings
Results suggest that there is no “one-size-fits-all” strategy for dealing with tensions (derived from sustainable innovations), and more than one type of strategy (i.e. win–win, trade-offs) can be used simultaneously. In addition, sustainable innovation drivers do not seem to operate in isolation and follow a particular pattern where external factors motivated the development of a new set of values, which in turn were picked up and integrated into transformations at the strategic and operational level.
Originality/value
The study contributes to the theoretical and practical discussion on sustainable innovation management by providing real business case evidence of how corporate tensions derived from sustainable innovation are managed and offers a comprehensive taxonomy of sustainable innovation drivers in the food industry.
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Sergio Román, Isabel P. Riquelme and Dawn Iacobucci
In this chapter, we introduce a new construct we call “Perceived Deception in Online Consumer Reviews” (PDOCR). Online reviews of products are very important to companies and…
Abstract
In this chapter, we introduce a new construct we call “Perceived Deception in Online Consumer Reviews” (PDOCR). Online reviews of products are very important to companies and customers, yet they are vulnerable to unethical representations. Even regardless of whether a deceptive review has been posted or not, we take the position that it is important to understand consumers’ perceptions of deception because it is a consumer’s perception that leads him or her to experience subsequent feelings and opinions and to consider follow-up actions. We draw on the literature and build on the Elaboration Likelihood Model and Cognitive Dissonance Theory to create an overarching framework of antecedents of PDOCR, consequences, and moderators. We also report findings from a sample of in-depth interviews with real consumers about their thoughts on these phenomena and related constructs. We use our framework and theories and the qualitative data to derive Research Questions that we hope will spur future research on these important issues.
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Sergio Román and Pedro Juan Martín
The first purpose of this research is to analyze the influence of adaptive selling, as perceived by customers, on customer satisfaction – both with the salesperson and the company…
Abstract
Purpose
The first purpose of this research is to analyze the influence of adaptive selling, as perceived by customers, on customer satisfaction – both with the salesperson and the company – and loyalty to the supplier. In addition, this study aims to examine to what extent the organizational position occupied by the buyer moderates the results obtained (i.e. satisfaction and loyalty) as a consequence of a salesperson’s adaptive selling behavior.
Design/methodology/approach
Data obtained from a survey of organizational buyers from a wide range of industries are analyzed through structural equation modeling.
Findings
Findings from the study indicate that perceived adaptive selling significantly increases satisfaction with the salesperson, satisfaction with the supplier and loyalty to the supplier while controlling for length of the buyer–seller relationship. In addition, these effects are stronger when the contact person at the buying company is the general manager as opposed to the purchasing manager.
Originality/value
Despite today’s emphasis on relationship selling, the research on the consequences of adaptive selling has employed primarily sales-related criteria (e.g. sales, quota). This is the first study to analyze the influence of adaptive selling on several customer relational outcomes in a business-to-business context and to analyze the moderating influence of the hierarchical position of the buyer.
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Sergio Román and Rocío Rodríguez
This paper aims to examine whether and how sales technology (ST) use helps salespeople perform better through the modification of their customer-qualification skills and…
Abstract
Purpose
This paper aims to examine whether and how sales technology (ST) use helps salespeople perform better through the modification of their customer-qualification skills and customer-oriented selling behaviors. Also, the moderating role of salespeople’s technology self-efficacy is analyzed. Technological advancements have become an integral part of the personal selling process, yet the relationship between salesperson’s technology use and salesperson performance remains primarily unsubstantiated.
Design/methodology/approach
Data are collected from a diverse sample of 265 salespeople across different industries. Hypotheses are tested with structural equation modeling.
Findings
The results indicate that a salesperson’s customer-qualification skills and customer-oriented selling fully mediate the effect of technology use on outcome performance. In addition, salespeople high in technology self-efficacy seem to get the most out of their technology use. More specifically, the influence of technology use on customer-qualification skills and customer-oriented selling is stronger for salespeople with high rather than low self-efficacy. Interestingly, technology use only increases performance for salespeople with high self-efficacy.
Originality/value
Prior evidence on the consequences of ST on performance is not conclusive. The study adds value to both managers and scholars providing new insights of the link between technology use and performance and its underlying mediating and moderating processes. Without an understanding of the ST-performance relationship, sales managers may increase ST costs but decrease potential returns.
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Sergio Román and José Luis Munuera
The main purpose of this research is to gain a clearer understanding of several key determinants and consequences of the ethical behaviour of salespeople.
Abstract
Purpose
The main purpose of this research is to gain a clearer understanding of several key determinants and consequences of the ethical behaviour of salespeople.
Design/methodology/approach
Questionnaires were administered during regularly scheduled meetings to a total of 280 financial services salespeople. The salespeople questioned were mainly specializing in selling high‐involvement financial products (e.g. mortgages, life insurance) to final consumers.
Findings
Results suggest that method of compensation and control system (CS) are important determinants of ethical behaviour. Age (AGE) also proves to be a significant antecedent of ethical behaviour. However, education (EDU) is not significantly related to ethical behaviour. Additionally, a salesperson's ethical behaviour leads to lower levels of role conflict‐intersender and higher levels of job satisfaction, but not higher performance.
Research limitations/implications
To improve generalization of the findings, future research should broaden the sample by including a variety of industries. Likewise, the use of longitudinal data could provide new insights into the antecedents and consequences of ethical behaviour of salespeople and in particular the relationship with performance. Continuing research is needed to further analyse the relationship between ethical behaviour and other relevant behaviours that may take place during the interaction with the customer (e.g. organisational citizenship behaviours and customer orientation).
Practical implications
This research is, to our knowledge, the first study that simultaneously identifies and analyses several key antecedents and consequences of the ethical behaviour of salespeople.
Originality/value
This study adds to the literature by reducing the existing gap and showing companies insights into how to foster ethical sales behaviour and the positive consequences that this behaviour has on their salespeople.
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Sergio Román, Salvador Ruiz and José Luis Munuera
This study examines the effects of sales training on sales force performance and customer orientation in the context of small and medium‐sized companies (SMEs). The results give…
Abstract
This study examines the effects of sales training on sales force performance and customer orientation in the context of small and medium‐sized companies (SMEs). The results give empirical evidence of the importance of sales training investment as a means of increasing sales performance. However, more training investment does not imply higher levels of customer‐oriented selling. Yet, higher levels of salespeople performance and customer‐oriented selling are observed when specific training methods and content are implemented. Additionally, customer‐oriented selling positively influences sales force performance, and sales training seems to moderate the relationship between sales force performance and effectiveness. Managerial implications and applications are discussed, and suggestions for future research are presented.
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Sergio Román and Salvador Ruiz
When negotiation parties belong to different cultures, training can either increase or decrease negotiation differences in order to decrease or increase, respectively, the…
Abstract
When negotiation parties belong to different cultures, training can either increase or decrease negotiation differences in order to decrease or increase, respectively, the likelihood of achieving successful sales encounters and long‐term relationships. This study analyses sales training implementation practices of 128 northern European (the UK, The Netherlands and Finland) and 160 southern European (Spain and Portugal) small and medium‐sized companies. The authors argue that these two groups of countries have different cultural characteristics, and hence, different sales training practices are expected. As a result, differences have been found in terms of the quantity and the cost of the training as well as the subsidisation of the training. Moreover, differences in terms of sales training methods seem to be greater than in training content. Additionally, the subsidisation of the training, as well as certain training methods, have different effects on salespeople performance in northern and southern European countries. The implications of the findings for international sales negotiations are discussed, and additional research is suggested.