Journal of the Academy of Marketing Science

, Volume 33, Issue 1, pp 19-35

First online:

Re-examining salesperson goal orientations: Personality influencers, customer orientation, and work satisfaction

  • Eric G. HarrisAffiliated withUniversity of South Florida
  • , John C. MowenAffiliated withOklahoma State University
  • , Tom J. BrownAffiliated withOklahoma State University

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Several scholars have noted the importance of relationship marketing and the critical role that salesperson knowledge plays in the formation of buyer-seller relationships. However, research on salesperson learning motivations has been relatively scarce compared with research on firm-level learning orientations. One promising stream of research in this area is salesperson goal orientation. Drawing from previous work in control theory, the authors extend previous research in this area by proposing relationships between personality influencers, goal orientations, customer/selling orientation, and overall work satisfaction. Their hypotheses are tested using data obtained from a sample of 190 real estate agents. The results provide support for their hypothesized model. Specifically, learning orientation is shown to positively influence customer orientation, while performance orientation is shown to positively influence selling orientation.


salesperson motivation goal orientations personality customer orientation