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The differential effects of functional vis-a-vis relational customer orientation on salesperson creativity

机译：功能性关系客户导向对销售人员创造力的不同影响

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Drawing on creativity theory, this study investigates how customer orientation (CO) affects salesperson creativity and subsequent sales performance. The research distinguishes two types of CO, functional and relational CO, and examines how their effects on creativity may depend on contextual factors such as transformational leadership and team-based task environment. Data from a cross-sectional sample of business-to-business salespeople lend support for the theoretical framework. First, relational CO and functional CO have a positive interactive effect on creativity. Second, relational CO positively affects creativity only when the sales manager exhibits a higher level of transformational leadership, whereas functional CO is more impactful when the sales unit has a higher level of outcome interdependence. Third, salesperson creativity has a stronger positive effect on sales performance when the salesperson engages in customer-directed extra role behavior. Finally, results indicate that the effect of functional CO on sales performance is fully mediated by salesperson creativity. (C) 2016 Elsevier Inc. All rights reserved.
机译：基于创造力理论，本研究调查了客户导向（CO）如何影响销售人员的创造力和随后的销售业绩。这项研究区分了两种类型的CO，即功能型CO和关系型CO，并研究了它们对创造力的影响如何取决于上下文因素，例如变革型领导和基于团队的任务环境。企业对企业销售人员横截面样本中的数据为理论框架提供了支持。首先，关系型CO和功能型CO对创造力具有积极的交互作用。其次，只有当销售经理表现出更高水平的变革型领导才能时，关系型CO才能对创造力产生积极影响，而当销售部门的结果相互依赖性更高时，职能型CO则更具有影响力。第三，当销售员进行以客户为导向的额外角色行为时，销售员的创造力会对销售业绩产生更积极的影响。最后，结果表明功能性CO对销售业绩的影响完全由销售人员的创造力来调节。 （C）2016 Elsevier Inc.保留所有权利。

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