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Understanding the Antecedents and Consequences of Service-Sales Ambidexterity: A Motivation-Opportunity-Ability (MOA) Framework

Author

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  • Bilal Ahmad

    (School of Economics and Management, North China Electric Power University, Beijing 102206, China)

  • Liu Da

    (School of Economics and Management, North China Electric Power University, Beijing 102206, China)

  • Mirza Huzaifa Asif

    (School of Economics and Management, North China Electric Power University, Beijing 102206, China)

  • Muhammad Irfan

    (School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China
    Center for Energy and Environmental Policy Research, Beijing Institute of Technology, Beijing 100081, China)

  • Shahid Ali

    (School of Economics and Management, North China Electric Power University, Beijing 102206, China)

  • Muhammad Imad Ud Din Akbar

    (Department of Management Sciences, National University of Modern Languages, Lahore 54000, Pakistan)

Abstract

Drawing on the motivation, opportunity and ability (MOA) framework, we investigate the influence of charismatic leadership on salespeople’s service and sales activities—termed service-sales ambidextrous (SSA) behavior, which subsequently turn into service recovery performance outcomes. The primary aim of this research is to strengthen salespeople’s service quality in parallel to their selling activities while recovering a service failure. We validate the model using a sample of 344 business-to-business salespeople using partial least square structural equation modeling (PLS-SEM) technique. Study results show that charismatic leadership is positively and significantly related to service-sales ambidexterity. Likewise, service-sales ambidexterity has a positive and significant relationship with service recovery performance and adaptive selling behavior. Moreover, we found a significant relationship between adaptive selling behavior and service recovery performance. The results further specify that salesperson motivation, opportunity and ability to engage in SSA significantly moderate the relationship between charismatic leadership and service-sales ambidexterity. The results suggest the need for training programs that provide the salesperson with opportunities to understand the simultaneous implementation of selling strategies while also providing customer services.

Suggested Citation

  • Bilal Ahmad & Liu Da & Mirza Huzaifa Asif & Muhammad Irfan & Shahid Ali & Muhammad Imad Ud Din Akbar, 2021. "Understanding the Antecedents and Consequences of Service-Sales Ambidexterity: A Motivation-Opportunity-Ability (MOA) Framework," Sustainability, MDPI, vol. 13(17), pages 1-19, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:17:p:9675-:d:623890
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