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The effect of honest and humble leadership on salesperson customer orientation

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  • Ryan Kirkland, Julia C.
  • Edwards, Bryan D.
  • Flaherty, Karen E.

Abstract

Drawing on Leader-Member Exchange Theory, our study explores how salesperson perceptions of their leaders influence leader-salesperson relationship quality and ultimately salesperson outcomes, including customer orientation and performance. Extending prior research on sales leadership, our model proposes that an important personality trait of a leader — honesty-humility — influences leadership style (i.e., servant leadership). Servant leadership has a positive effect on salesperson outcomes because it enhances leader-subordinate relationship quality. Data from 317 professional salespeople representing a variety of industries lend support for the proposed serial mediation model: honesty-humility → servant leadership → relationship quality → customer orientation. We conclude that the personality trait of honesty-humility affects leadership style, which in turn impacts salesperson customer orientation and performance via a positive effect on relationship quality. Additionally, we show that salesperson perceptions of difficulty in attaining quota moderate the relationship between relationship quality and customer orientation.

Suggested Citation

  • Ryan Kirkland, Julia C. & Edwards, Bryan D. & Flaherty, Karen E., 2021. "The effect of honest and humble leadership on salesperson customer orientation," Journal of Business Research, Elsevier, vol. 130(C), pages 49-58.
    • Handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:49-58
    DOI: 10.1016/j.jbusres.2021.03.021
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    References listed on IDEAS

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