Search results

1 – 1 of 1
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 27 September 2023

You-Chien Tsung and Lu-Ming Tseng

Studies have shown that customer orientation has a substantial impact on a business's success. This study examines the effects of positive personality on salespeople's proactive…

256

Abstract

Purpose

Studies have shown that customer orientation has a substantial impact on a business's success. This study examines the effects of positive personality on salespeople's proactive customer orientation (PCO) and responsive customer orientation (RCO) by incorporating the effects of job enthusiasm and transformational leadership.

Design/methodology/approach

A questionnaire survey is conducted. A total of 511 questionnaires are received from Taiwan's life insurance salespeople. Partial least squares (PLS) regression is used to test the hypotheses.

Findings

The results show that positive personality influences PCO and RCO both directly and indirectly through job enthusiasm. The effect of transformational leadership is also found to be significant. Financial service companies should be concerned about the important role of positive personality and transformational leadership in promoting job enthusiasm, PCO and RCO among salespeople.

Originality/value

Previous studies mostly focused on the direct relationship between customer orientation and organizational outcomes, neglecting the role of individual personality. This gap leaves us wondering how a positive personality influences a salesperson's proactive and responsive customer orientation. To the authors' knowledge, this is the first study to examine the mechanisms of a positive personality, job enthusiasm, and transformational leadership on salespeople's PCO and RCO.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

1 – 1 of 1
Per page
102050