Contemporary Psychology, vol. 22, br. 2, 2019

Original scientific paper

The Role of Attitudes towards Sales in Predicting Sales Performance

Lana Lučić - Institute of Social Sciences Ivo Pilar, Zagreb
Alen Gojčeta - Faculty of Humanities and Social Sciences, University of Zagreb, Zagreb
Benjamin Banai - Faculty of Humanities and Social Sciences, University of Zagreb, Zagreb

Fulltext (english, pages 147-160).pdf

Previous research has identified numerous employee’s individual differences that play a role in predicting success in sales work tasks. However, it seems that the role of attitudes towards sales and its relatedness to sales performance has not yet been investigated, which was the aim of this study. This research was conducted on a sample of contact center agents who sell on a daily basis. We collected data on their demographics, personality traits and attitudes towards sales. The information on agents’ objective monthly offer rate and sales performance across six months was provided by the employer. A series of hierarchical linear models showed that men sell more compared to women; that success in sales decreases over years of employment; that attitudes predict sales performance and that they are a better predictor then personality traits; and that offer rate does not mediate the relation of attitudes and closed sales. Furthermore, the relation between attitudes and sales was not moderated by employee’s gender, level of education nor employment duration. These findings are interpreted in light of the theory of planned behavior.

attitudes, behavior, sales, work performance, theory of planned behavior

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