“…The first direction tries to identify CO of an individual salesmen even before the concept has been widely tested at the firm-level [Saxe, Weitz, 1982]. For B2B firms, CO on employee level has substantial importance as there are fewer customers and building strong relationships is vital part of business [Singh, Koshy, 2011;Farias, Torres, Cortez, 2017;Babu, 2018;Herhausen, De Luca, Weibel, 2018;Lussier, Hall, 2018].…”