Luận văn thạc sĩ UEH emotional intelligence, adaptive selling, improvisation and sales performance

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

------------------------------

Nguyen Thi Han

EMOTIONAL INTELLIGENCE, ADAPTIVE

SELLING, IMPROVISATION AND SALES

PERFORMANCE. A STUDY ON

SALESPEOPLE IN HO CHI MINH CITY.

MASTER OF BUSINESS (Honours)

Ho Chi Minh City-Year 2016

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

------------------------------

Nguyen Thi Han

EMOTIONAL INTELLIGENCE, ADAPTIVE

SELLING, IMPROVISATION AND SALES

PERFORMANCE. A STUDY ON

SALESPEOPLE IN HO CHI MINH CITY.

ID: 22130019

MASTER OF BUSINESS (Honours)

SUPERVISOR: Dr. LE NHAT HANH

Ho Chi Minh City-Year 2016

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ACKNOWLEDGEMENT

Firstly, I would like to express my gratefulness to my supervisor Dr. Le Nhat Hanh for

her professional guidance, intensive support, valuable suggestions, instructions and

encouragement during the time of doing my research.

I would like to express my deepest gratitude to Dr. Nguyen Dong Phong, Dr. Tran Ha

Minh Quan, Dr. Nguyen Dinh Tho, Dr. Nguyen TN Que and Dr. Pham Phu Quoc for their

valuable time as the members of the thesis examination committee. Their comments and

meaningful suggestions were contributed significantly for my completion of this research.

My sincere thanks are given to all of my teachers at International Business School –

University of Economics of Ho Chi Minh City for their teaching and guidance during

my master course.

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ABSTRACT

Today, the market is extremely competitive, many international retail groups have

entered the market, providing greater choices for consumers whilst creating intense competitive

challenges. A key challenge facing firms is to determine how to deploy highly effective

salesforce in order to perform in this complex environment. In this dissertation, the study

examines the mutual impact of emotional intelligence on adaptive selling and improvisation,

and subsequently exploring its effect on sales performance in Vietnam. A combination of mail

and in person survey was used to collect the data. A pilot test was conducted prior to final

survey administration.

The results of the data illustrated strong support for the conceptual model. This study contribute

to sales management literature by understanding emotional intelligence-sales performance

relationship. Consequently, these findings indicate several managerial implications for

recruitment, training, work practices, and policies at the workplace.

Key words: emotional intelligence, adaptive selling, improvisation and sales performance

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CONTENTS

ACKNOWLEDGEMENT

ABSTRACT

ABBREVIATION

Chapter 1: INTRODUCTION....................................................................................................1

1.1 Background to the research and research problem ........................................................1

1.2 Research objectives........................................................................................................5

1.3 Research methodology...................................................................................................5

1.4 Research structure..........................................................................................................5

Chapter 2: LITERATURE REVIEW.........................................................................................7

2.1 Adaptive selling and Improvisation...............................................................................7

2.2 Emotional Intelligence ...................................................................................................8

2.3 Sales Performance........................................................................................................10

2.4 Adaptive selling, Improvisation and Sales Performance .............................................12

2.5 Emotional Intelligence and Sales performance ...........................................................14

2.6 Conceptual model ........................................................................................................15

Chapter 3: METHODOLOGY.................................................................................................17

3.1 Research design ...........................................................................................................17

3.1.1 Research process .....................................................................................................17

3.1.2 Measurement scales.................................................................................................19

3.2 Quantitative study ........................................................................................................22

3.2.1 Sample.....................................................................................................................22

3.2.2 Data analysis procedures.........................................................................................23

Chapter 4: DATA ANALYSIS................................................................................................25

4.1 Respondents’ demographics ........................................................................................25

4.2.1 CFA for the first-order constructs...........................................................................27

4.2.2 CFA for second-order constructs ............................................................................33

4.2.3 CFA for the final measurement model....................................................................36

4.3 Structural equation modeling (SEM)...........................................................................41

4.4 Discussion....................................................................................................................44

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Chapter 5: CONCLUSION, IMPLICATIONS, AND LIMITATION.....................................48

5.1 Managerial implications...............................................................................................48

5.2 Limitations and future research ...................................................................................49

REFERENCES ........................................................................................................................51

APPENDICES .........................................................................................................................56

LIST OF FIGURES

Figure 2.1 Conceptual model ..................................................................................................15

Figure 3.1 Research process ...................................................................................................18

Figure 4.1 CFA model of Improvisation .................................................................................28

Figure 4.2 CFA model of Adaptive selling..............................................................................30

Figure 4.3 CFA model of Sales Performance .........................................................................31

Figure 4.4 CFA model of Emotional Intelligence .................................................................. 34

Figure 4.5 Final measurement model ......................................................................................40

Figure 4.6 Structural results (standardized estimates) ............................................................42

LIST OF TABLES

Table 3.1 Source of data collection .........................................................................................22

Table 4.1 Respondents’ characteristics................................................................................... 27

Table 4.2 The first run of CFA (of Improvisation, Adaptive selling and Sales performance) 29

Table 4.3 Summarized of CR, AVE and Cronbach’α (first order constructs)........................ 32

Table 4.4 The first run of CFA (Emotional Intelligence) .......................................................33

Table 4.5 Summarized of CR, AVE and Cronbach’α (Emotional Intelligence) ....................35

Table 4.6 Correlation (Emotional Intelligence).......................................................................36

Table 4.7 Summarized of CR, AVE and Cronbach’α (final model)....................................... 36

Table 4.8 CFA Summary of eliminated item ..........................................................................38

Table 4.9 Correlations (final measurement model) ................................................................39

Table 4.10 Unstandardized structural paths ............................................................................41

Table 4.11 Measurement validation ........................................................................................43

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LIST OF APPENDICES

Appendix A List of in-depth interviews’ participants ............................................................61

Appendix B Qualitative in-depth interview ............................................................................61

Appendix C Qualitative in-depth interview findings ..............................................................64

Appendix D Questionnaire (English Version) ........................................................................67

Appendix E Questionnaire (Vietnamese Version) ..................................................................70

Appendix F Correlations among components of Emotional Intelligence, Adaptive selling,

Improvisation and Sales Performance .....................................................................................73

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