Customer-oriented selling: Exploring the roles of emotional intelligence and organizational commitment

Document Type


Publication Date



Professional salespeople are often placed in situations where role conflict and ambiguity are prevalent. They are generally expected to sell a firm's products and services to generate immediate profits, while simultaneously building customer satisfaction and promoting lifetime customers and the long‐term economic viability of the firm. The concept of customer‐oriented selling illustrates the conflict, as salespeople are required to forgo immediate benefits in lieu of long‐term rewards. The purpose of this study was to determine the relationships existing between customer‐oriented selling, emotional intelligence, and organizational commitment. The results indicate that a salesperson's customer orientation level is significantly related to emotional intelligence. Implications of the findings indicate that managers should consider using emotional intelligence as a selection and human‐resource development tool, as improvements in emotional intelligence are correlated with greater levels of customer orientation. © 2004 Wiley Periodicals, Inc.

Recommended Citation

Rozell, Elizabeth J., Charles E. Pettijohn, and R. Stephen Parker. "Customer‐oriented selling: Exploring the roles of emotional intelligence and organizational commitment." Psychology & Marketing 21, no. 6 (2004): 405-424.

DOI for the article



Management and Information Technology