From altruism to sales performance: customer orientation and interaction ability as serial mediators in business markets

Purpose 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 sequential mediation process involving Co. and shaping interaction. Furthermore, it investigates the moderating role of opportunism (O) in the relationship between interaction ability and SP. Design/methodology/approach The data were collected through a structured, self-administered survey instrument administered to 229 B2B sales professionals from IT and consulting companies in India. The data was analyzed using Partial Least Squares Structural Equation Modeling. Findings AL demonstrates a full-sequential effect on SP through Co. and shaping interaction ability. Furthermore, Co. mediates between AL and SP. Lastly, O weakens the positive relationship between shaping interaction ability and SP. Practical implications The findings suggest that salespersons’ AL plays a crucial role in predicting SP. Interestingly, AL may not directly improve their SP; however, it influences salespersons’ concern for their customers (i.e. CO), which, in turn, shapes their interaction ability, ultimately translating into performance. Lastly, opportunistic behaviors may reduce the positive influence of interaction ability on SP. Therefore, organizations may encourage and appreciate salespersons’ altruistic behaviors. Recruitment, training and performance reviews should encourage empathy and value co-creation and relational communication skills. Firms should also implement governance mechanisms that discourage opportunistic behavior to sustain SP. Originality/value This study advances broaden-and-build theory in the sales context by positioning AL as the starting point of a positive emotional and behavioral spiral that unfolds through Co. and interaction-shaping ability to enhance SP. The study’s central contribution is process-level: explaining how and when an altruistic disposition translates into SP through sequential relational behaviors and identifying O as the boundary condition under which this positive spiral is disrupted.