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Multilevel Effects of Leadership Styles on Selling Approaches and Customer Outcomes

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abstract This paper examines how different leadership styles (transformational versus transactional) of sales managers cascade downwards into corresponding
(relational versus transactional) selling approaches of salespersons, thereby affecting customer-level outcomes. Results of multilevel analyses of a
multisource data set on 517 customers, 265 sales representatives, and 111 sales managers of a financial services company show that a sales manager’s
transformational leadership style translates into increased satisfaction, loyalty, and cooperation on the part of customers by shaping salespersons’ selling
approach towards a relational style. In contrast, a sales manager’s transactional leadership style appears to translate into decreased customer satisfaction,
loyalty, and cooperation by shaping salespersons’ selling approach towards a transactional style.
   
type conference paper (English)
   
keywords
   
name of conference American Marketing Association (AMA) Winter Educators' Conference (St. Petersburg , Florida)
date of conference 17-2-2012
title of proceedings “Seeing Marketing Through Emerging Theoretical Lenses: A Focus on Marketing's Organizational and Societal Roles
page(s) 63
volume / edition 1. Auflage
publisher American Marketing Association (Chicago, USA)
review double-blind review
   
citation Morhart, F., Herzog, W., & Jenewein, W. (2012). Multilevel Effects of Leadership Styles on Selling Approaches and Customer Outcomes. In “Seeing Marketing Through Emerging Theoretical Lenses: A Focus on Marketing's Organizational and Societal Roles, 1. Auflage, pp.63. Chicago, USA: American Marketing Association.