Factors affecting the adaptive behavior selling of sales staff of fashion stores in Hanoi

Vũ Thị Như Quỳnh; ThS. Trần Thị Trà My; ThS. Vũ Quỳnh Anh

Issue: Số 3 - Tháng 2 - 2022 Quản trị - Quản lý

Factors affecting the adaptive behavior selling of sales staff of fashion stores in Hanoi

Published: July 30, 2026

Abstract

This study was conducted to examine the factors affecting the adaptive behavior selling (ABS) of sales staff of fashion stores in Hanoi. The scale and research model were verified by quantitatively analyzing survey data of 292 sales staff of fashion stores in Hanoi. The study’s results show that there are five factors affecting the ABS of sales staff including empowerment, control, knowledge, skills and attitude. In which, the empowering is the most influential factor while the control has the weakest impact among the influencing factors.

Keywords

sales adaptive behavior selling salesperson

References

Agnihotri, R., Gabler, C.B., Itani, O.S., Jaramillo, F. and Krush, M.T. (2017). Salesperson ambidexterity and customer satisfaction: examining the role of customer demandingness, adaptive selling, and role conflict. Journal of Personal Selling and Sales Management, Vol. 37 No. 1.

Banin, A.Y., Boso, N., Hultman, M., Souchon, A.L., Hughes, P. and Nemkova, E. (2016). Salesperson improvisation: antecedents, performance outcomes, and boundary conditions. Industrial Marketing Management, Vol. 59.

Franke, G.R. and Park, J.-E. (2006). Salesperson adaptive selling behavior and customer orientation: a meta-analysis. Journal of Marketing Research, Vol. 43 No. 4, pp. 693-702

James.M.Comer (2008), Quản trị bán hàng, NXB Hồng Đức.

John W. Ernest, Richard D. Ashmun, George M. Da Vall. (1973). Salesmanship Fundamentals. New York, United States: McGraw-Hill.

Kaynak, E., Kara, A., Chow, C.S.F. and Laukkanen, T. (2016). Role of adaptive selling and customer orientation on salesperson performance: evidence from two distinct markets of Europe and Asia. Journal of Transnational Management, Vol. 21 No. 2.

Nguyễn Ngọc Thanh (2008), “Một số yếu tố chính ảnh hưởng tới hành vi tiêu dùng quần áo thời trang nữ”. Luận văn thạc sĩ, Trường ĐH Kinh tế TP Hồ Chí Minh.

Nguyễn Thị Mai Hoa, Nguyễn Thị Lệ (2019), “Nghiên cứu đặc điểm tiêu dùng thời trang công sở nữ thành phố Hà Nội”, Tạp chí Khoa học và công nghệ, số 55.

Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong. (2018). Principles of marketing, 17th. London, United Kingdom: Pearson Education Ltd.

10.

Spiro, R.L. and Weitz, B.A. (1990). Adaptive selling: conceptualization, measurement, and nomological validity. Journal of Marketing Research, Vol. 27 No. 1.

11.

Trần Thế Nam. (2020). Ảnh hưởng của sự đồng cảm, hành vi hướng đến khách hàng của nhân viên giao dịch đến sự hài lòng của khách hàng”, Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh.

12.

Weitz. (1981). Effectiveness in Sales Interactions: A Contingency Framework. Journal of Marketing, 45 (Winter).

13.

Weitz, B.A., Sujan, H. and Sujan, M. (1986). Knowledge, motivation, and adaptive behavior: a framework for improving selling effectiveness. Journal of Marketing, Vol. 50.