Studying the Relationship between Relational Selling Behaviors and Sale Performance by Emphasis on Salesperson Organizational Citizenship Behavior (Case Study: Sales Persons in Audio – Video Agents)

In today hyper-competition atmosphere, firms attempt to keep their current customers by providing different selling techniques, to improve their performance, to attract new customers and to establish long term relations with them. Concerning its importance, present paper tries to increase our conception on relational sale as well as salesperson relational behaviors (customer – oriented selling behavior, adaptive selling behavior, listening behavior and organizational citizenship behavior). This is a descriptive survey-type research and a questionnaire is used to collect data. To achieve research aims, 396 salesmen at audio – video agents in Tehran were selected. Structural equation model (SEM) and confirmatory factor analysis (CFA) were used to analyze data and to test research model and hypotheses. The findings indicate that salesperson customer – oriented behavior, listening behavior and organizational citizenship behavior impact on selling performance positively while the impact by adaptive sale on sale performance was not supported. Furthermore, a positive and significant relationship among mentioned behaviors was supported.