Salesperson directive modification intention: a conceptualization and empirical validation

Abstract

Salespersons represent an important and challenging set of employees for organizational management. Given frequently high autonomy levels and varied job roles, boundary spanning agents have ample opportunity and motivation to modify/ignore organizational directives. Based on a multi-theoretical perspective, this research sets forth a three-dimensional conceptualization of directive modification intentions and develops and empirically tests a scale designed to better explain this phenomenon while empirically validating its occurrence. Results indicate that boundary spanners have three distinct and relatively stable motivations for modifying/ignoring organizational directives, including customer-, organization-, and self-focused motivations, and that each motivation may potentially relate differently to important antecedent and outcome variables. Managerial and theoretical implications are discussed.

Keywords:

• directive modification
• salesperson
• boundary spanner
• scale validation
• agency theory
• cognitive dissonance