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Linkages of Customer Oriented Selling with Emotional Intelligence and Organizational Commitment: Evidences from MNCs Operating in India

Drishtikon: A Management Journal

Volume 4 Issue 1

Published: 2013
Author(s) Name: Shruti Jain, Kriti Swarup | Author(s) Affiliation: 1 Associate Professor, NIILM CMS; 2 Assistant Professor, CMS,IILM AHL
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Abstract

Growing Indian economy has led to huge focus of multinational business in India , it’s been observed that the multinational companies find selling their product to Indian consumers most challenging aspect because of the various multiple subcultures and behavioural issue associated with different consumers at different levels. Most of the multinational companies tend to make good amount of expenses to training of sales professionals but then also sales professional in MNCs in India are found in situations where role clarity is required in order to overcome the role conflict ambiguity. They are generally expected to sell a firm’s products and services to generate immediate profits, while simultaneously building customer satisfaction and promoting lifetime customers and the long-term economic viability of the firm. This concept of customer oriented selling The concept of customer-oriented selling illustrates the conflict, as salespeople are required to forgo immediate benefits in lieu of long term rewards. The purpose of this study is to find the linkages and relationship between the customer oriented selling, emotional intelligence and commitment of sales professional in MNCs operating in India ,it was found during the course of reviewing the literature that there is a paucity of survey research from psychological point of view on the Multinational company managers especially for a sample picked from India. The results indicate that a salesperson’s customer orientation level is significantly related to emotional intelligence/innovation . Implications of the findings indicate that managers should consider using emotional intelligence as a selection and human-resource development tool, as improvements in emotional intelligence are correlated with greater levels of customer orientation.

Keywords: Customer Oriented Selling, Emotional Intelligence, Commitment

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