| Current customer status rise,and demand increasingly diverse,sales people increasingly need to take customers as the center,through meeting the different customers' needs,improve sales skills,to promote the sale of its long-term performance.Meantime,although there are many researches show the customer orientation of the salesperson will promote its adaptive behavior,there are some researches do not support this conclusion.Some scholars believe that researcher should classify the different type of customer orientation,in order to clear its mechanism.At the same time,the salesperson suffer both internal and external performance pressure,and they more frequently use interpersonal relationships to promote sales.It's very easy to be emotional exhaustion in this situation.But in the existing literature,researchers are more like to discuss the direct consequences of emotional exhaustion,and the cause of emotional exhaustion,but rarely take it as an important moderation item,to find how to influence the relationship between salesperson's customer orientation and salesperson's adaptive selling behavior.Therefore,this study takes the salesperson as the research object,to discuss how the functional customer orientation and the rational customer orientation affect the adaptive sales behavior,and explores how the emotional exhaustion of the salesperson as the moderation variable to influence the main effect,by using the resource preservation theory.The study collect 282 valid data,covering a number of industries such as finance,chemical industry and so on.Through the questionnaire survey,the result shows the functional and rational customer orientation of the salesperson are positive affect their adaptive selling behavior,emotional exhaustion will interfere with the role of its main effect.Based on the conclusion of this study,this paper puts forward the theoretical and practical contributions,gives some advise to the salesperson training and management. |
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