The Impact of Subjective Well-Being on Salesperson Relational and Economic Performances: An Abstract

  • Linda Nasr
  • Annie Liu
  • Mark Leach
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The aim of this research is to study the much overlooked but critical issue of salespeople Subjective Well-Being (SWB) and its impact on performance. In particular, this study focuses on the impact of SWB on the salesperson cognitive and emotional state, their relationship quality with the customers, and their subsequent economic performance.

We start with a multidisciplinary literature review summarizing and synthesizing previous findings in positive psychology, relationship marketing, and sales areas. We then look at the importance of the SWB construct and assess the various multilevel impacts on the salesperson, the customer and the firm. We then develop hypotheses and propose a theoretical framework.

The proposed framework includes a number of important constructs: First, we consider the impact of SWB on the salesperson cognitive and emotional state. Second, we explore the impact of these positive characteristics on the Relationship Quality through the eyes of the customers. Finally, we study the impact of salesperson SWB on the firm economic performance by measuring the impact on the dollar return/volume sold, the number and growth levels of the key accounts, the generated sales margin and the number of acquired new accounts. We also propose three moderating variables, work/life balance, emotion control, and action control, to further examine conditions affecting salesperson’s performance.

We propose to conduct two studies, each comprising a triadic approach (salesperson, customer, firm) to collect data. In the first study, we plan to conduct in-depth interviews with sales professionals, customers and sales managers to gain deeper understanding of their perceptions of SWB, and its potential impacts. These findings will be integrated to modify existing scales and develop a questionnaire for the main study where we intend to gain cooperation from a sales organization to gather data from its salespeople regarding their SWB, cognitive and emotional states, and work/life balance as well as matching economic performance data from sales managers. Economic performance data will be at the SBU, territory, or customer segment level depending upon the characteristics of the participating firm. Furthermore, relational performance data will be gathered from salespeople’s customers.

The study will provide sales organizations with a guide to train and motivate salespeople to develop positive skills that foster positive relational and economic outcomes. Furthermore, the findings of the current study may aid sales managers in developing leadership skills to strategically nurture SWB traits and ensure salespeople’s and firm’s success.

Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.Texas State UniversitySan MarcosUSA
  2. 2.University of WyomingLaramieUSA

Personalised recommendations