A meta‐analysis of the relationship between sales orientation‐customer orientation (SOCO) and salesperson job performance
verifiedmedium profile · Journal of Business & Industrial Marketing · 2007
Jaramillo, Fernando; Ladik, Daniel M.; Marshall, Greg W.; Mulki, Jay Prakash
How this was studied
A meta-analytic synthesis — it pools many primary studies rather than running a single design, so there is no single-study diagram.
What this article reports
The findings we extracted from this work, normalized into Principia’s relationship form (X → Y). Each feeds the synthesized models below.
Models this article informs
The meta-analytic priors this article contributes evidence to — its place in the broader synthesis.
In the authors’ words
The article’s own abstract.
Purpose In the years since Saxe and Weitz developed a scale to measure the selling orientation and customer orientation (SOCO) of a salesperson, research findings on the effect of SOCO on salesperson job performance have shown mixed results. This article aims to synthesize the findings from the empirical studies to identify the direction and the strength of this relationship. In addition, it aims to investigate the moderating effect of customer type (business or end user consumer) and type of job performance measure used (subjective or objective). Design/methodology/approach Research questions were addressed by a meta‐analysis of 16 studies containing 17 effect sizes from 3,477 respondents. Findings Meta‐analysis results reveal an attenuated weighted mean effect size ( r ) of this relationship of 0.14, with a 90 percent confidence interval of 0.04 to 0.23. The disattenuated mean effect size ( rc ) is 0.16. Findings also reveal that neither customer type nor type of job performance measures moderated the SOCO and job performance relationship. Research limitations/implications Although diligence was exercised to reduce selection bias, relevant studies may have been excluded from this meta‐analysis. Practical implications Study findings demonstrate that SOCO is an important predictor of salesperson job performance. High performance occurs when salespeople focus their energy on identifying the customer's individual needs and offer products to satisfy those needs. Originality/value This is the first published SOCO meta‐analysis.
What the literature says about it
Attributed, open-access quotes from other works that cite this article, plus the citation-graph verdict tally. Corroborations and disputes, in one place — the honest-broker view.
supports “This study of customer orientation and adaptive selling argues that these sales behaviors are formed by the characteristics of organizations and the psychological characteristics of the individual salesperson and directly affect the sales performance [22,26,27].”
supports “In particular, previous studies related to the two sales behaviors discussed that customer orientation or adaptive selling are constructed by organizational characteristics or psychological characteristics of an individual salesperson and directly affect sales performance [22,26,27].”
supports “…and customer orientation on organisation and individual performance in the diverse industries in abroad (Cross et al., 2007; Guenzi et al., 2011; Homburg et al., 2011; Jaramillo et al., 2007; Leigh et al., 2014; Verbeke et al., 2011;Wacher et al., 2009) but scanty on the banking sector of Ghana.”
Ancillary research
Neighbouring works in the citation graph around this article.
Assembled from Principia’s registry — bibliographic record, extracted effect sizes, the models they inform, and open-access citing literature.