The role of sales force management in the relationship between customer orientation and commercial performance in IT companies in Togo
Gafa, Yao
The role of sales force management in the relationship between customer orientation and commercial performance in IT companies in Togo - 2023.
51
This research aims to test the moderating role of sales force management in the relationship between customer orientation and commercial performance of IT companies in Togo. The literature reveals that no research work has focused on the role of sales force management on the relationship between the implementation of a customer orientation approach and the commercial performance of IT companies in developing countries in Africa. After a qualitative study carried out with 20 managers of IT companies, a quantitative, questionnaire-based study was carried out with 311 managers. The structural equation method, regression analysis, and R.A. Ping’s approach (1998) were useful to us in processing the data and testing various hypotheses. The results show that customer orientation positively influences sales performance, and that sales force management plays a moderating role.
The role of sales force management in the relationship between customer orientation and commercial performance in IT companies in Togo - 2023.
51
This research aims to test the moderating role of sales force management in the relationship between customer orientation and commercial performance of IT companies in Togo. The literature reveals that no research work has focused on the role of sales force management on the relationship between the implementation of a customer orientation approach and the commercial performance of IT companies in developing countries in Africa. After a qualitative study carried out with 20 managers of IT companies, a quantitative, questionnaire-based study was carried out with 311 managers. The structural equation method, regression analysis, and R.A. Ping’s approach (1998) were useful to us in processing the data and testing various hypotheses. The results show that customer orientation positively influences sales performance, and that sales force management plays a moderating role.
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