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首页> 外文期刊>Journal of Business Research >Customer orientation dissimilarity, sales unit identification, and customer-directed extra-role behaviors: Understanding the contingency role of coworker support
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Customer orientation dissimilarity, sales unit identification, and customer-directed extra-role behaviors: Understanding the contingency role of coworker support

机译：以客户为导向的差异，销售部门的标识以及以客户为导向的角色外行为：了解同事支持的应急作用

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摘要

Drawing from social identity theory, social categorization theory, and the similarity-attraction paradigm, this study examines how salespeople's dissimilarity from their coworkers in terms of customer orientation relates to their customer-directed, extra-role behaviors (hereafter, customer-directed ERBs). The model proposes that sales unit identification mediates the relationship between dissimilarity and customer-directed ERBs, with higher dissimilarity predicting reduced sales unit identification and reduced identification, in turn, predicting declines in customer-directed ERBs. The model also proposes that coworker support moderates the dissimilarity-sales unit identification relationship, with supportive coworkers attenuating the negative effect of dissimilarity on sales unit identification. Data from 50 sales units and 384 salespeople lend support to the model's hypothesized relationships. Implications for theory and practice are discussed.
机译：这项研究从社会认同理论，社会分类理论和相似性吸引范式的角度出发，研究了销售人员在以客户为导向方面与同事的异同如何与他们以客户为导向的角色外行为（以下称为以客户为导向的ERB）相关联。该模型提出，销售单位标识可调节相异性与以客户为导向的ERB之间的关系，较高的相异性可预测销售单位标识的减少和标识的减少，进而预测以客户为导向的ERB的下降。该模型还建议，同事支持可缓解差异性-销售单位识别关系，而支持性同事可减轻差异性对销售单位识别的负面影响。来自50个销售部门和384个销售人员的数据为模型的假设关系提供了支持。讨论了对理论和实践的影响。

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