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

Guangping Wang, Wenyu Dou, Nan Zhou

Research output: Contribution to journalArticlepeer-review

43 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)225-243
Number of pages19
JournalJournal of Personal Selling and Sales Management
Issue number2
StatePublished - Apr 1 2012

All Science Journal Classification (ASJC) codes

  • Marketing
  • Business and International Management


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