Total views : 142

The Relationship between Salesperson’s Adaptive Selling Behavior, Rapport, Job Satisfaction, and Organizational Commitment in the Distribution Channel


  • Department of Business Administration, Namseoul University, 91 Daehak-ro Seongwan-eup, Sebuk-gu,Cheonan-si, Chungcheongnam-do, South Korea


Background/Objectives: This study investigates the relationship between the salesperson's adaptive selling behavior, rapport, job satisfaction, and organizational commitment in the distribution channel. Methods/Statistical analysis: The salespeople working at a distributor of a food-related manufacturer were asked to complete a survey questionnaire. The participants were asked to answer the questionnaire from the perspective of a salesperson. The reliability and the validity were tested. This study tested the hypotheses through Structural Equation Modeling analysis. Findings: This study attempted to examine the relationship between salespersons' adaptive selling behavior, rapport, job satisfaction, and organizational commitment in the distribution channel. The results of hypotheses testing indicated that hypothesis 1, which stated that adaptive selling behavior of salespeople has positive effects on rapport, was supported. In addition, hypotheses 2 and 3, which stated that rapport has positive influence on job satisfaction and organizational commitment, were supported. Finally, hypothesis 4, which stated that job satisfaction of salesperson has a positive influence on organizational commitment, was also supported. Improvements/Applications: By substantiating the relationship between adaptive selling behavior, rapport, job satisfaction, and organizational commitment, the process of adaptive selling behavior influencing job satisfaction and organizational commitment was identified.


Adaptive Selling Behavior, Distribution Channel, Job Satisfaction, Organizational Commitment, Rapport.

Full Text:

 |  (PDF views: 123)


  • Franke GR, Park JE. Salesperson adaptive selling behavior and customer orientation: a meta-analysis. Journal of Marketing Research. 2006 Nov; 43:692–702.
  • Fatima JK, Razzaque MA. Roles of trust on rapport and satisfaction in services. Asia Pacific Journal of Marketing and Logistics. 2014; 26(4):566–78.
  • Gremler DD, Gwinner KP. Customer-employee rapport in services relationships. Journal of Service Research. 2000; 3(1):82–104.
  • Harrigan JA, Rosenthal R. Physicians’ head and body positions as determinants of perceived rapport. Journal of Applied Social Psychology. 1983 Nov–Dec; 13:496–509.
  • Kritzer. Rapport in therapist-client interactions: an ecological analysis of the effects of nonverbal sensitivity and interactional synchrony [Doctoral Dissertation]. USA, Hofstra University; 1990.
  • Barnett PB. Rapport and the hospitalist. Disease-a Month.2002; 48(4):250–9.
  • Allen A, Montgomery M, Tubman J, Frazier L, Escovar L.The effects of assessment feedback on rapport-building and self-enhancement process. Journal of Mental Health Counseling.2003; 25(3):165–82.
  • Bernieri JSG, Davis JM, Grahe JE. Dyad rapport and the accuracy of its judgment across situations: a lens model analysis.Journal of Personality and Social Psychology. 1996; 71(1):110–29.
  • Tickle-Degnen L, Rosenthal R. Group rapport and nonverbal behaviors, in group processes and intergroup relations, review of personality and social psychology. Hendrick C editor. Newbury Park, CA: Sage. 1987; 9:113–36.
  • Puccinelli NM, Tickle-DegnenL, Rosenthal R. Effect of target position and target task on judge sensitivity to felt rapport. Journal of Nonverbal Behavior. 2004; 28(3):211–9.
  • Dell SA. Relational communication and organizational customer loyalty [Doctoral dissertation]. USA, University of Denver; 1991.
  • Ford WSZ, Etienne CN. Can I help you? A framework for the interdisciplinary research on customer service encounters.Management Communication Quarterly. 1994 May; 7(4):413–41.
  • Al-Natour S, Benbasat I, Cenfetelli RT. Creating rapport and intimate interactions with online virtual advisors. Proceedings of the Sixth Annual Workshop on HCL Research in MIS, Montreal. 2007 Dec; 8:35–40.
  • Weitz BA, Sujan H, Sujan M. Knowledge, motivation, and adaptive behavior: a framework for improving selling effectiveness.Journal of Marketing. 1986; 50(4):174–91.
  • Spiro RL, Weitz BA. Adaptive selling: conceptualization, measurement, and nomological validity. Journal of Marketing Research. 1990 Feb; 27:61–9.
  • Jaramillo F, Locander WB, Spector PE, Harris EG. Getting the job done: the moderation role of initiative on the relationship between intrinsic motivation and adaptive selling.Journal of Personal Selling and Sales Management. 2007; 27(1):59–74.
  • Marshall GW, Goebel DJ, Moncrief WC. Hiring for success at the buyer-seller interface. Journal of Business Research.2003 Apr; 56:247–55.
  • Park JE, Deitz GD. The effect of working relationship quality on salesperson performance and job satisfaction: adaptive selling behavior in Korean automobile sales representatives.Journal of Business Research. 2006 Feb; 59:204–13.
  • Park JE, Holloway BB. Adaptive selling behavior revisited: an empirical examination of learning orientation, sales performance, and job satisfaction. Journal of Personal Selling and Sales Management. 2002; 23(3):239–51.
  • Brooks M. Instant rapport. Warner Books, New York; 1989.
  • DeWitt TM, Brady K. Rethinking service recovery strategies.Journal of Services Research. 2003; 6:193–207.
  • Nunnally JC. Psychometric theory. Second Edition McGraw Hill Book Company, New York; 1978.


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.