Marketing Intelligence Fosters Ownership Among Sakespersons to Improve their Service Quality: A Role of Marketing

Abstract

This study aims at (1) examining the marketing department’s ability to generate market intelligence to be disseminated by the overall organization in order to improve the service quality of frontline salespersons, and (2) providing empirical support for the significance of “ownership,” a concept proposed by Heskett et al. (2008). Ownership refers to the connectedness between individual salespersons and their organization. Mere satisfaction of employees does not lead to individual behavioral output, but ownership does. This study empirically shows how an organization improves its service delivery through an organizational process of intelligence generation and dissemination and through ownership of frontlone salespersons.