The Effect of Door-to-Door Salespeople’s Individual Sales Capabilities on Selling Behavior and Performance: The Moderating Effect of Competitive Intensity

The present study investigates the effect of salespeople’s individual sales capabilities on selling behaviors and performance in door-to-door personal channels. data are gathered from 219 South Korean salespeople. hypotheses tested using structural equation modeling technique. finds that salespeople's have a greater impact customer-oriented behavior than sales-oriented behavior. Similarly, both significant positive effects performance. also discovers competitive intensity moderates relationship between performance, but has no current research only looks at channels Korea. implication is impacts may differ other contexts. demonstrates can reduce “customer orientation” thus blend two orientations (SOCO) recommended for desired outcomes face competition. Additionally, firms should focus creating culture builds enriches