Customer and Selling Orientations of Retail Salespeople and the Sales Manager's Ability-to-perceive-emotions: A Multi-level Approach

Selma Kadic-Maglajlic*, Milena Micevski, Maja Arslanagic-Kalajdzic, Nick Lee

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


Drawing from the mental ability framework and information processing theory, two studies embedded within the B2C retail setting investigate the role of the sales manager's ability-to-perceive-emotions in the complex non-linear relationships between salespeople's customer and selling orientations on one side, and its outcomes (sales performance and customer re-purchase intention) on the other. Using multilevel data from salespeople and their managers, Study 1 tests a theoretical model of salesperson orientation and performance, while Study 2 further verifies the results of Study 1 from the customer's perspective. Both studies find strong empirical support for a curvilinear, inverted U-shaped effect of a salesperson's customer orientation on sales performance and customer re-purchase intention. This effect is, however, reversed for the link between selling orientation and performance/re-purchase intention, where results indicate a U-shaped curvilinear relationship. Furthermore, we show that the sales manager's ability to perceive emotions facilitates the effect of salespeople's customer orientation on sales performance.
Original languageEnglish
JournalJournal of Business Research
Issue numberNovember
Pages (from-to)53-62
Number of pages10
Publication statusPublished - 2017
Externally publishedYes


  • B2C market
  • Customer orientation
  • Perceiving emotions
  • Sales performance
  • Selling orientation

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