From altruism to sales performance: customer orientation and interaction ability as serial mediators in business markets
The study aims to examine how salespersons’ altruism (AL) affects customer orientation (Co.) and interaction ability, which shapes their sales performance (SP) in business-to-business (B2B) markets. Grounded in the broaden-and-build theory, it proposes that salespersons’ AL indirectly enhances their SP through a se...