Kok, Leong Wong and Cheng, Ling Tan
(2016)
Influence Of Supervisory Control On
Salesperson Performance: Examining The Role
Of Adaptive Selling Behaviour As A Mediator.
Asian Academy of Management Journal (AAMJ), 21 (2).
pp. 1-22.
ISSN 1394-2603
Abstract
Salespersons are the key marketing agent and they play a signifcant role in determining
business successes of frms. In today's highly competitive business environment, frms
are attempting to outperform each other. Product quality and performance are no longer
the key differentiating factor. The competitive edge of competing frms has shifted to the
performance of the salespersons and the effectiveness of managing them. Nevertheless,
achieving salesperson performance remains as one of the most challenging tasks of
sales management today. This study aims to examine the effect of supervisory control
on salesperson performance and the mediating role of salesperson's adaptive selling
behaviour in the relationship between supervisory control and salesperson performance.
Based on a sample of pharmaceutical salespersons in Malaysia, the results revealed that
supervisory control of activity control has a signifcant positive relationship on salesperson
performance, and adaptive selling behaviour signifcantly mediates the relationship
between activity control and salesperson performance. Implications, limitations of the
research and improvements for future studies were discussed.
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