2010
DOI: 10.2753/pss0885-3134300103
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The Impact of Contests on Salespeople’S Customer Orientation : An Application of Tournament Theory

Abstract: Although experts agree on the importance of strong customer relationships, sales force management practices often result in behaviors that weaken relationships. The current use of sales contests with quantitative objectives in relation to revenue or profit margins testifies to this divergence. Sharma (1997) emphasizes the need for a better understanding of the impact of sales contests on customer satisfaction and salespeople's customer orientation because of the importance of strong customer relationships. Tou… Show more

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Cited by 31 publications
(12 citation statements)
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“…Other studies revealed sales managers' concerns regarding problematic behaviors due to contests: the reduction of mutual aid and information sharing among salespeople, taking ill-considered risks, neglecting other aspects of the job, and over-emphasizing the products/services involved in the contest to the detriment of other products/services (Murphy, 2004). Therefore, customer service can be extremely threatened during a contest since sales contests may encourage salespeople to be sales-oriented rather than customer-oriented, at the expense of ethics (Poujol and Tanner, 2010). This led researchers to conclude that sales contests can encourage a short-term perspective and unethical behavior (Garrett and Gopalakrishna, 2010;Kalra and Shi, 2001).…”
Section: Games and Salespeople's Unethical Behaviormentioning
confidence: 99%
“…Other studies revealed sales managers' concerns regarding problematic behaviors due to contests: the reduction of mutual aid and information sharing among salespeople, taking ill-considered risks, neglecting other aspects of the job, and over-emphasizing the products/services involved in the contest to the detriment of other products/services (Murphy, 2004). Therefore, customer service can be extremely threatened during a contest since sales contests may encourage salespeople to be sales-oriented rather than customer-oriented, at the expense of ethics (Poujol and Tanner, 2010). This led researchers to conclude that sales contests can encourage a short-term perspective and unethical behavior (Garrett and Gopalakrishna, 2010;Kalra and Shi, 2001).…”
Section: Games and Salespeople's Unethical Behaviormentioning
confidence: 99%
“…This effect has largely been supported in the literature on tournament theory, both within and outside of the field of management (Connelly et al, 2014). In fact, a host of studies within this stream of research have demonstrated that greater levels of vertical pay dispersion are advantageous to generating financial returns for the organization (Brown, Sturman, & Simmering, ; Ding, Akhtar, & Ge, ; Garrett & Gopalakrishna, ; Hibbs & Locking, ; Kalra & Shi, ; Lee, Lev, & Yao, ; Poujol & Tanner, ).…”
Section: Attracting and Motivating Human Capital: Vpd And Hpwsmentioning
confidence: 99%
“…(Murphy, 2004). Dès lors, le service client peut être extrêmement menacé durant un concours puisque celui-ci peut encourager les vendeurs à s’orienter vers la vente plutôt que vers le client, au détriment de l’éthique (Poujol et Tanner, 2010). Cela a conduit les chercheurs à conclure que les concours de vente peuvent encourager une perspective court-termiste et des comportements non-éthiques (Garrett et Gopalakrishna, 2010 ; Kalra et Shi, 2001).…”
Section: Cadre Théoriqueunclassified