Performance Impact of Selling and Customer Orientation

Literature Review

Term Paper (Advanced seminar) , 2019 , 21 Pages , Grade: 1,0

Business economics - General

In this paper, the relationship between SOCO and performance will be examined. In addition, also other influences and mediators such as selling skills, job engagement and adaptive selling will be discussed. Therefore, the research question is as follows: What is the performance impact of selling and customer orientation?

In the course of globalization, immense economic growth and new communication technologies, companies are more and more challenged when it comes to the acquisition of customers. Especially, the developments in the communication technology made it a requirement to be present in multiple marketplaces also in foreign countries which raises the question which sales strategies are particularly effective. As sales are the backbone of almost every company and a first estimator of firm performance and profitability, it has major practical implications for managers. There have been many suggestions regarding the benefits of conducting business in a customer-centered fashion. Indeed, in recent years, customer orientation has been the preferred way of handling customers in order to secure orders and elevate customer satisfaction.

Table of Contents

Introduction

The SOCO scale
Customer orientation:
Selling orientation:
Customer Orientation vs. Selling Orientation

Other Concepts and Measures
Performance
Adaptive Selling
Selling Skills
Value-based selling
Customer Attitude/ Satisfaction
Job stress and engagement
Learning Orientation
Performance Orientation

Research Design and Hypotheses

Research Outcomes

Discussion of Results

Research Implications and Limitations

Managerial Implications and Conclusion

References

• Grade: 1,0
• Author: Henry Müller (Author)
• Publication Year: 2019
• Pages: 21
• Catalog Number: V539388
• ISBN (eBook): 9783346180506
• ISBN (Book): 9783346180513
• Language: English
• Tags: customer, impact, literature, orientation, performance, review, selling