Customer-oriented selling: Exploring the roles of emotional intelligence and organizational commitment
Article first published online: 23 APR 2004
© 2004 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 21, Issue 6, pages 405–424, June 2004
How to Cite
Rozell, E. J., Pettijohn, C. E. and Parker, R. S. (2004), Customer-oriented selling: Exploring the roles of emotional intelligence and organizational commitment. Psychol. Mark., 21: 405–424. doi: 10.1002/mar.20011
- Issue published online: 23 APR 2004
- Article first published online: 23 APR 2004
Professional salespeople are often placed in situations where role conflict and ambiguity are prevalent. They are generally expected to sell a firm's products and services to generate immediate profits, while simultaneously building customer satisfaction and promoting lifetime customers and the long-term economic viability of the firm. The concept of customer-oriented selling illustrates the conflict, as salespeople are required to forgo immediate benefits in lieu of long-term rewards. The purpose of this study was to determine the relationships existing between customer-oriented selling, emotional intelligence, and organizational commitment. The results indicate that a salesperson's customer orientation level is significantly related to emotional intelligence. Implications of the findings indicate that managers should consider using emotional intelligence as a selection and human-resource development tool, as improvements in emotional intelligence are correlated with greater levels of customer orientation. © 2004 Wiley Periodicals, Inc.