Research Article

The Moderating Role of Customer Orientation Experience on Salespersons' Attitude and Customer Patronage

Kennedy Nwagwu1*, Okpara Jude Arinzechukwu2, Isaac Jonathan Maude3
1 university of Jos
2 Department of Marketing, Faculty of Management Sciences, University of Jos, Jos, Nigeria.
3 Department of Marketing, Faculty of Management Sciences, University of Jos
* Corresponding author: konwagwu@outlook.com
Published: Jul, 2025
Pages: 42-60

Abstract

Getting and keeping customers are usually tough jobs particularly in a competitive industry such as Smartphones and Accessories retailing. While salespersons' attitude has been fingered to either bolster or inhibit customer loyalty, learning to treat the customer as a king could be the game changer required to both improve the salesperson's attitude and capture customer loyalty. In this study the role of customer orientation experience in better understanding the relationships between salespersons attitude and customer loyalty is interrogated. To achieve the aim of the study, a survey research design was adopted. To generate data, copies of a structured questionnaire were randomly administered on 223 employees who serve as salespersons in the relevant retail outlets at the sampling site. For data analyses, a combination of SPSS (version 26) and Hayes (2022) process software were employed. While the descriptive statistics were done and presented in tables, frequencies and percentages, regression analysis was used for the inferential statistics. The study indicates the three dimensions of salesperson's attitude positively influenced customer patronage. Also, it was found that customer orientation moderated the relationship between a salesperson's attitude and customer patronage. Subsequently, it was recommended that business owners should ensure that those who serve as salespersons are properly trained on how to put up good listening and ethical attitudes as well as emotional intelligence in their dealings with customers as the preachment of customer orientation is to render kingly service to customers whose patronage is the sole rudder for the survival of a business.

Keywords

Customer patronage ethical attitude listening attitude emotional intelligence moderator customer orientation.

References

  1. Amenuvor, F.E.; Yi, H.-T(2022). Boateng, H. Antecedents of adaptive selling behavior: A study of the Korean cosmetic industry. Asia Pac. J. Mark. Log. 2022, 34, 688-706
  2. Ateke, B. W. & Akani, G. H. (2018). Brand positioning and marketing wellness of deposit money banks. International Journal of Innovations in Social Science, Arts and Management, 8(1), 140-151.
  3. Ateke, B. W. & Iruka, H.C. (2015), investigating the relationship between customer involvement management and marketing performance in the manufacturing industry. International Journal of Research in Business Studies and Management, 2(9), 22-34.
  4. Ateke, B. W. & Nwulu, C. S. (2018). Brand value and marketing wellness of deposit money banks. European Journal of Management and Marketing Studies, 2(2), 87-102.
  5. Ateke, B. W., & Kalu, S. E. (2016). Collaborative marketing and business wellness of Global System of Mobile-communication service providers in Nigeria International Journal of Marketing and Communication Studies, 1(1), 14-26.
  6. Bairrada, C. M., Coelho, F. & Coelho, A. (2018). Antecedents and outcomes of brand love utilitarian and symbolic brand qualities. European Journal of Marketing, 52(3/4), 656-682.
  7. Baldauf, A., Cravens, K. S. & Binder, G. (2013). Performance Consequences of Brand Equity Management Evidence from Organization in the Value Chain. Journal of Product & Brand Management, 12(4), 220-236.
  8. Ballester, D. E. & Aleman, M. J. (2015). Brand experimental value versus brand functional value: which matters more for the brand?. European Journal of Marketing, 49 (11/12), 1857-1879.
  9. Bedman, N. (2018). Brand equity and financial performance: The moderating role of brand Likeability. Journal of Marketing Intelligence & Planning, 1(2), 1-16.
  10. Berhanu, B, Dawit, J, D & Shashi, K. (2023): Mediation of Competitive Advantage among Customer Orientation and Banking Sector Performance in Ethiopia. Journal of Business and Administrative Studies Vol.15(2), 24-40
  11. Bolarinwa, O. A. (2020). Sample size estimation for health and social science researchers: The principles and considerations for different study designs. Niger Postgrad Med J., 2(7), 67-75.
  12. Cecere, G., Corrocher, N. & Battaglia, D. R. (2014). Innovation and competition in the smart phone industry: Is there a dominant design? Journal of Telecommunications Policy, 39(3).
  13. Cetin, D., Kuscu, A., Oziam, D. S. & Erdem, Y. C. (2016). Brand Image, Satisfaction, and Brand Loyalty-How effective are they in the Automotive Industry Market share. European Journal of Business and Management, 8 (7), 31-38.
  14. Chang, A., Chiang, H. & Han, T (2015). Investigating the dual-route effects of corporate branding on brand equity. Asia Pacific Management Review, 20(6), 120-129.
  15. Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139.
  16. Charoensukmongkol, P., & Phungsoonthorn, T. (2020). The effectiveness of supervisor support in lessening perceived uncertainties and emotional exhaustion of university employees during the COVID-19 crisis: the constraining role of organizational intransigence. The Journal of General Psychology.
  17. Chinelato, F. B. (2021). Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing. Spanish Journal of Marketing -.
  18. Christodoulides, G., Cadogan, J. W. & Veloutsou, C. (2015). Consumer-based brand equity measurement: Lessons learned from an international study. International Marketing Review, 32(3/4), 307-328.
  19. Chuma, D. (2017). Consumers "perceptions and attitudes when evaluating brand extensions in relation to the original brand a South African perspective. Journal of Internet Apple iPhone branding and Commerce, 22(8), 2-22.
  20. Dawadi, S., Shrestha, S., & Giri, R. A. (2021). Mixed-Methods Research: A Discussion on its Types, Challenges, and Criticisms. Journal of Practical Studies in Education, 2(2), 25-36
  21. Denzin, N. K., & Lincoln, Y. S. (2016). Qualitative Research Planning: Theories and Approaches (2nd ed.). Porto Alegre: Artmed.
  22. Deepika, G. Pradeep, D. & Chandan, D. (2016). A study on consumer buying behavior of mobile phones. Journal of Management in Practice, 1(1), 1-26.
  23. Delgado-Ballester, E. & Munuera-Aleman, J. L. (2015). Does brand trust matter to brand equity? Journal of Product & Brand Management, 14(3), 187-196.
  24. Didia, J. U. D. & Nwokah, N. G. (2015). Human resources integration and market performance in the telecommunication industry in Nigeria. Journal of Resource and Development Management, 10, 128-135.
  25. Dorfleitner, G., Reoble, F. & Kathrin, L. (2019). The financial performance of the most valuable brands: A global empirical investigation. Elsevier Journal, Heliyon 5(14), 1-16.
  26. Elfil, M., & Negida, A. (2017). Sampling methods in clinical research; An educational review. Emergency, 5(1), e52. [https://doi.org/10.22037/emergency.v5i1.15215](https://www.google.com/search?q=https://doi.org/10.22037/emergency.v5i1.15215)
  27. Ghiara, V. (2020). Disambiguating the Role of Paradigms in Mixed Methods Research. Journal of Mixed Methods Research, 14(1), 11-25. [https://doi.org/10.1177/1558689818819928](https://www.google.com/search?q=https://doi.org/10.1177/1558689818819928)
  28. Hanaysha, J. R., & Mehmood, K. K. (2022). An Exploration of the Effect of Customer Relationship Management on Organizational Performance in the Banking Sector. International Journal of Customer Relationship Marketing and Management, 13(1), 1-16. [https://doi.org/10.4018/ijcrmm.2022010101](https://www.google.com/search?q=https://doi.org/10.4018/ijcrmm.2022010101)
  29. Kassemeier, Roland, Alavi, Sascha, Habel, Johannes and Schmitz, Christian (2022) Customer-oriented salespeople's value creation and claiming in price negotiations. Journal of the Academy of Marketing Science, 50. pp. 689-712. doi:10.1007/s11747-022-00846- x ISSN 0092-0703.
  30. Khan, A. (2017). Communication Skills of Teachers and Its Role in the Development of the Students' Academic Success. Journal of Education and Practice, 8, 18-21.
  31. Morales Mediano, J. and J. L. Ruiz-Alba (2019). "New perspective on Customer Orientation of Service Employees: A conceptual framework." The Service Industries Journal39(13-14): 966-982
  32. Mei, Y., Sun, Y., Li, F., Xu, X., Zhang, A., and Shen, J. (2022). Probabilistic prediction model of steel to concrete bond failure under high temperature by machine learning. Eng. Fail. Anal. 142, 106786. doi:10.1016/J.ENGFAILANAL.2022.106786
  33. Muis, I., & Isyanto, P. (2021). Market Orientation, Transformational Leadership, Partnership Effects on Organizational Performance: Competitive Advantage as a Mediator. Binus Business Review, 12(3), 263-277. [https://doi.org/10.21512/bbr.v12i3.7284](https://www.google.com/search?q=https://doi.org/10.21512/bbr.v12i3.7284)
  34. Purwantini, S., Rusdianti, E., & Wardoyo, P. (2020). The Role of Selling Experience In Increasing Salesforce Performance. International journal of Economics Business And Accounting Research, 4(4), 1111-1120.
  35. Riserbato, R. (2020). "Customer Orientation: What it Is and How to Implement It." From [https://blog.hubspot.com/service/customerorientation#](https://www.google.com/search?q=https://blog.hubspot.com/service/customerorientation%23): text-Customer%20orientation%20is%2 0a%20business, the%20 needs%20of%20the%20busine ss.
  36. Román, S., & Rodríguez, R. (2015). The influence of sales force technology use on outcome performance. Journal of Business & Industrial Marketing, 30(6), 771-783.
  37. Romero, E. F. F. (2018). Strategic project management: a methodology for sustainable competitive advantage. Artículos científicos, 15(13).
  38. Salah, A. H., & Alzghoul, A. (2024). Assessing the Moderating Role of Customer Orientation on the Impact of Business Intelligence Tools on Digital Marketing Strategy Optimization. International Review of Management and Marketing, 14(3), 18-25. [https://doi.org/10.32479/irmm.16044](https://www.google.com/search?q=https://doi.org/10.32479/irmm.16044)
  39. Singh, K., & Misra, M. (2021). Linking Corporate Social Responsibility (CSR) and Organizational Performance: the moderating effect of corporate reputation. Kuldeep Singh, Madhvendra Misra, European Research on Management and Business Economics, 27.
  40. Sleep, S., Dixon, A. L., DeCarlo, T., & Lam, S. K. (2020). The business-to-business inside sales force: roles, configurations and research agenda. European Journal of Marketing, 54(5), 1025-1060
  41. Taherdoost, H. (2020). Sampling Methods in Research Methodology; How to Choose a Sampling Technique for Research. International Journal of Academic Research in Management (IJARM), 5(2), 18-27.
  42. Tan, Q., & Sousa, C.M. (2015). Leveraging marketing capabilities into competitive advantage and export performance. International Marketing Review, 32 (1), 78-102
  43. Wang, Y., Li, J. D., and Hao, H. (2022). Development of efficient methods for prediction of medium to large scale BLEVE pressure in open space. Process Saf. Environ. Prot. 161, 421-435. doi:10.1016/j.psep.2022.03.045.
  44. Waele, L. D., & Polzer, T. (2021). "A little bit of everything?" Conceptualizing performance measurement in hybrid public sector organisations through a literature review. Journal of Public Budgeting, Accounting & Financial Management, 33(3), 343-363.
  45. Wamoni, E. (2011). College of business and management science promotion activities and sales volume in telecommunication industry: A study of MTN (u) Limited. A Project Report.
  46. White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework. Journal of Marketing American Marketing Association, XX(X), 1-28. doi: DOI: 10.1177/0022242919825649
  47. Yang, S. Y., & Tsai, K. H. (2019). Lifting the veil on the link between absorptive capacity and innovation: The roles of cross-functional integration and customer orientation. Industrial Marketing Management, 82, 117-130
  48. Yeo, C.; Ji, S.; Hur, C. (2019). The Customer orientation of salesperson for performance in korean market case: A relationship between customer orientation and adaptive selling. Sustainability 2019, 11, 6115.
  49. Yi, H.-T., & Amenuvor, Y.-B. C. A. F. E. (2021). Effects of Sales-Related Capabilities of Personal Selling Organizations on Individual Sales Capability, Sales Behaviors and Sales Performance in Cosmetics Personal Selling Channels. Sustainability, 13 (3937), 1-21.
  50. Zang, Z., Liu, D., Zheng, Y., & Chen, C. (2020). How do the combinations of sales control systems influence sales performance? The mediating roles of distinct customer-oriented behaviors. Industrial Marketing Management, 84, 287-297.
  51. Zakaria, S. I., Ferdinand, A. T. & Raharjo, S. T. (2017). "The Strategy To Improve Salesperson's Performance By Salesperson's Technical Competency, Sales Soft Capability, Service Orientation, And Adaptive Selling," Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), vol. 16, no. 3, pp. 167-181, Apr. 2018. [https://doi.org/10.14710/jspi.v16i3.167-181](https://www.google.com/search?q=https://doi.org/10.14710/jspi.v16i3.167-181)
  52. Zheng, X., Diaz, I., Jing, Y., & Chiaburu, D. S. (2015). Positive and negative supervisor developmental feedback and task-performance. Development Journal, 36(2), 212-232.
  53. Zubairu, I., Azubuike, A. (2014). Impact of sales promotion strategies on product patronage: A study of Chuppet Supermarket Illorin. Journal of Business and Organizational Development, 6(1).
How to Cite

Nwagwu, K., Arinzechukwu, O. J., & Maude, I. J. (2025). The Moderating Role of Customer Orientation Experience on Salespersons' Attitude and Customer Patronage. Management Sciences Horizon Journal, 1(1), 42-60.

K. Nwagwu, O. J. Arinzechukwu, and I. J. Maude, "The Moderating Role of Customer Orientation Experience on Salespersons' Attitude and Customer Patronage," Management Sciences Horizon Journal, vol. 1, no. 1, pp. 42-60, July 2025.

Share this article:
Facebook X / Twitter LinkedIn
Download PDF View Full Text (PDF) Back to Articles