Salesforce behavioural performance of accounts relationship managers (ARMS) in Uganda ’ s commercial banks: A qualitative analysis
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Date
2010
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Retail & Leisure Property
Abstract
The purpose of this article is to examine the salesforce
behavioural performance in commercial fi rms using a phenomenological
approach. A sample of 75 accounts relationship managers (ARMS) from
15 commercial banks was selected. Results reveal that background
factors provided vicarious reinforcement behaviours while vicarious
punishment reinforced social skills that were necessary for selling
bank services. Social network ties were particularly necessary in
increasing salesforce behavioural performance while poor family
background coupled with lack of career planning, limited professional
sales presentation impacted negatively on the performance of the
sales career. Serendipity, development networks, social dyadic
interactions with customers and key stakeholders were found necessary
in generating, building and retaining customers. This is because
customers ’ lives depend on how they are tied into the larger web of
social connections. We therefore recommend banks to hire ARMS based on vicarious learning, family background, social networking skills and
development networks if they want to improve performance.
Description
Keywords
Vicarious learning, Development networks, Serendipity, Sales career, Social networking
Citation
Ntayi, JM, Munene, JC, & Eyaa, S. (2010). Salesforce behavioral performance of account relationship managers (ARMS) in Uganda's commercial banks: A qualitative analysis. Journal of Retail & Leisure Property , 9 (1), 5-23. doi: 10.1057/rlp.2009.19