2pm - 3pm
Wednesday 31 May 2023
Salesperson solution involvement and microenterprise financial wellbeing
In business-to-business (B2B) markets, salespeople are pivotal in their firm's effort to provide solutions that address customer needs. However, current research on solution provision has primarily focused on the benefits firms derive from salesperson solution selling activities without focusing on customer benefits. This study addresses this gap, and presents an empirical framework based on role theory, and examines how salesperson solution involvement impacts microenterprise financial wellbeing through advice adherence. The study utilises triadic matched data in which microenterprises are nested within salespeople, who are in turn nested within branch managers. The findings show that salesperson solution involvement improves microenterprise financial wellbeing through mediating role of microenterprise advice adherence. The results also show that microenterprise financial literacy enhances the effect of salesperson solution involvement on advice adherence. However, social ties with microenterprise's network of peers and fear of failure negatively moderate the relationship between salesperson solution involvement and advice adherence.
Surrey Business School
University of Surrey
Guildford
Surrey
GU2 7XH
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Speakers
- Professor Vida Siahtiri