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Personality & Job Performance in the Sales Occupation: Exploring the Mediating Roles of Affective Commitment & Service Quality Orientation

Sundby, Anniken Maria
Master thesis
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URI
http://hdl.handle.net/11250/2621281
Date
2019
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  • Master of Science [1117]
Abstract
The purpose of this study was to gain deeper knowledge of how personality

affects job performance in the sales occupation in a Norwegian context. Existing

research has established evidence of a relationship between personality and job

performance, however, little is known about which mechanisms might influence

this relationship. In the present study, affective commitment to the organization

and service quality orientation towards customers were accordingly explored as

potential mediators. This study of 114 in-store retail sales representatives from a

large telecommunication company revealed that there was no mediation present.

However, personality was found to be important for job performance as well as

for affective commitment and service quality orientation. More specifically, the

results showed that Open-Mindedness was negatively associated with objective

performance and Negative Emotionality with subjective performance, indicating

that the influence of personality on performance might be dependent on context

and type of performance measure. Further, Extraversion and Conscientiousness

were positively associated with affective commitment and Negative Emotionality

negatively associated. Agreeableness was positively associated with service

quality orientation. Furthermore, this study also found the facets belonging to the

global traits to be of importance. However, the results showed that affective

commitment and service quality orientation were not significantly related to job

performance. Potential limitations to the study and implications for practice are

discussed. Future research may explore this conceptual model in other national

contexts and sales settings, and investigate other potential mediators that may

contribute to explain the personality/ performance relationship. Future research is

also encouraged to obtain objective measures of performance.
Description
Masteroppgave(MSc) in Master of Science in Business, Leadership and Change - Handelshøyskolen BI, 2019
Publisher
Handelshøyskolen BI

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