Contribution of cultural intelligence to adaptive selling behavior, customer-oriented selling behavior and cross-cultural sales performance of Thai salespeople
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2017
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2560
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eng
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application/pdf
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178 leaves
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b204605
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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National Institute of Development Administration. Library and Information Center
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Arti Pandey (2017). Contribution of cultural intelligence to adaptive selling behavior, customer-oriented selling behavior and cross-cultural sales performance of Thai salespeople. Retrieved from: http://repository.nida.ac.th/handle/662723737/4370.
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Contribution of cultural intelligence to adaptive selling behavior, customer-oriented selling behavior and cross-cultural sales performance of Thai salespeople
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Abstract
As firms expand internationally, there will be an ever-greater challenge for their salespeople who will be required, more and more, to engage in cross-cultural selling. Although cross-cultural selling is a topic that has already gained much attention in literature, research about the competencies of salespeople in cross-cultural selling is still scarce. To fill this research gap, the present study focuses on the role of cultural intelligence (CQ) which is a cross-cultural competency that will assist salespeople in becoming more effective in cross-cultural selling. The objective of this research is to examine the relationship between the CQ of salespeople and two selling behaviors that might be essential in cross-cultural selling (which are: (1) adaptive selling behavior and (2) customer-oriented selling behaviour) and how these two selling behaviors influence cross-cultural sales performance. This research is based on a sample of Thai salespeople from 51 businesses who attended trade shows in India, salespeople from 60 Thai businesses who attended trade shows in Japan, and salespeople from 54 Thai businesses who attended trade shows in Vietnam. The total sum of the sampling is 365 Thai salespeople who attended trade shows in three different countries. The results indicated that there was a positive association between the CQ and the adaptive selling behavior and the customer-oriented selling behavior of the Thai salespeople in question. The results also showed that there was a positive indirect relationship between CQ and cross-cultural sales performance mediated by adaptive selling behavior and cross-cultural sales performance. Overall, results from this study indicated that CQ alone is not enough for salespeople to have a higher cross-cultural sales performance; adaptive selling behavior and customer-oriented selling behavior are two important characteristics that strongly explain why salespeople with higher CQ tend to have higher cross-cultural sales performance.
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Dissertation (Ph.D. (Management))--National Institute of Development Administration, 2017