The effectiveness of improvisational behavior on sales performance during the COVID-19 pandemic: the moderating effect of functional customer orientation

Purpose This research aims to apply the contingency approach to explore the effectiveness of the improvisational behavior of salespeople on their sales performance by considering the moderating role of functional customer orientation. Design/methodology/approach Survey data were obtained from a sample of 227 salespeople in Bangkok, Thailand. The data analysis was implemented by partial least squares structural equation modeling. Findings The overall results indicate that the association between improvisational behavior and sales performance is significantly contingent on the level of functional customer orientation that salespeople exhibit. For salespeople with high functional customer orientation, improvisational behavior clearly shows a positive association with sales performance. In contrast, for salespeople with low functional customer orientation, improvisational behavior appears to have a negative association with sales performance. Originality/value This research broadens the knowledge in the literature by showing that improvisational behavior of salespeople needs to be combined with functional customer orientation to yield a benefit to their sales performance.