The interactive effects of sales force controls on salespeople behaviors and customer outcomes

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal

22 Scopus Citations
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Original languageEnglish
Pages (from-to)225-243
Journal / PublicationJournal of Personal Selling and Sales Management
Issue number2
Publication statusPublished - 1 Apr 2012


Although studies have examined the antecedents and consequences of sales force control (SFC) systems, little research investigates how different SFC elements interact or work together to affect salespeople behaviors and customer outcomes. Drawing on a diverse literature, this study hypothesizes interactive influence of three formal control elements (i.e., output, activity, and capability) on two customer-directed sales behaviors (i.e., problem solving and opportunism), which subsequently affect customer relationship outcomes. Using data collected from matched business-to-business buyer-seller dyads in China, the authors find that output and activity controls reduce both problem solving and opportunism when used together. Output and capability controls synergistically enhance problem solving and reduce opportunism, whereas activity and capability controls interact to reduce problem solving and increase opportunism. In addition, sales behaviors have significant effects on customer relationship satisfaction, which in turn affects customer share of wallet. © 2012 PSE National Educational Foundation. All rights reserved.