Abstract
This research was designed to investigate the effects of organizational citizenship behaviors (OCBs) and objective sales productivity on sales managers’ evaluations of their sales personnel’s performance and to examine whether the impact of OCBs on performance evaluations is greater at higher levels of the sales organization hierarchy. Two samples were obtained from the same organization: a sample of 987 multiline insurance agents and a sample of 161 agency managers. Objective measures of sales productivity were obtained for both samples along with evaluations of three dimensions of OCBs and an assessment of overall performance. The results indicate that managers’ evaluations are determined at least as much by OCBs as they are by objective measures of performance. After partialing out common method variance, the results also indicate that OCBs account for a greater proportion of a sales manager’s evaluation than of a sales representative’s evaluation. The implications of these findings are discussed.
Similar content being viewed by others
References
Allred, Brent B., Charles C. Snow, and Raymond E. Miles. 1996. “Characteristics of Managerial Careers in the 21st Century.”Academy of Management Executive 10(November): 17–27.
Anderson, James C. and David W. Gerbing. 1988. “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.”Psychological Bulletin 103: 411–423.
Bagozzi, Richard P. 1980.Causal Models in Marketing. New York: John Wiley.
Bateman, Thomas S. and Dennis W. Organ. 1983. “Job Satisfaction and the Good Soldier: The Relationship Between Affect and Employee ‘Citizenship.’”Academy of Management Journal 26(4): 587–595.
Bettencourt, Lance A. and Stephen W. Brown. 1997. “Contact Employees: Relationships Among Workplace Fairness, Job Satisfaction and Prosocial Behaviors.”Journal of Retailing 73(1):39–61.
Bommer, William, Jonathan L. Johnson, Gregory A. Rich, Philip M. Podsakoff, and Scott B. MacKenzie. 1995. “On the Interchangeability of Objective and Subjective Measures of Employee Performance: A Meta-Analysis.”Personnel Psychology 48 (3):587–605.
Borman, Walter C. and Stephan J. Motowidlo. 1993. “Expanding the Criterion Domain to Include Elements of Contextual Performance.” InPersonnel Selection in Organizations. Eds. Neal Schmitt, Walter C. Borman, and Associates. San Francisco: Jossey-Bass, 71–98.
Bruner, Jerome and Renato Tagiuri. 1954. “The Perception of People,” InHandbook of Social Psychology, Vol. 2. Ed. G. Lindsey. Cambridge, MA: Addison Wesley, 634–654.
Chonko, Lawrence B., Roy D. Howell, and Danny N. Bellenger. 1986. “Congruence in Sales Force Evaluations: Relation to Sales Force Perceptions of Conflict and Ambiguity”,Journal of Personal Selling & Sales Management 6 (May): 35–48.
Churchill, Gilbert A., Jr., Neil M. Ford, and Orville C. Walker, Jr. 1976. “Organizational Climate and Job Satisfaction in the Salesforce.”Journal of Marketing Research 13 (November): 323–332.
——, and — 1990.Sales Force Management. Homewood, IL: Irwin.
Cianni, Mary and Donna Wnuck. 1997. “Individual Growth and Team Enhancement: Moving Toward a New Model of Career Development.”Academy of Management Executive 11 (February): 105–115.
Cocanougher, A. Benton and John M. Ivancevich. 1978. “‘BARS’ Performance Rating for Sales Force Personnel.”Journal of Marketing 42 (July): 87–95.
Cote, Joseph A. and M. Ronald Buckley. 1987. “Estimating Trait, Method, and Error Variance: Generalizing Across 70 Construct Validation Studies.”Journal of Marketing Research 24 (August): 315–318.
— and —. 1988. “Measurement Error and Theory Testing in Consumer Research: An Illustration of the Importance of Construct Validation.”Journal of Consumer Research 14 (March): 579–582.
Dubinsky, Alan J. and Thomas E. Barry. 1982. “A Survey of Sales Management Practices.”Industrial Marketing Management 11: 133–141.
— and William A. Staples. 1981. “Sales Training: Salespeople’s Preparedness and Managerial Implications.”Journal of Personal Selling and Sales Management 1 (Fall/Winter): 24–31.
Fiske, Susan T. 1982. “Schema-Triggered Affect: Applications to Social Perceptions.” InAffect and Cognition: The Seventeenth Annual Carnegie Symposium on Cognition. Ed. N. S. Clark and S. T. Fiske. Hillsdale, NJ: Lawrence Erlbaum, 55–78.
Fornell, Claes and David Larcker. 1981. “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error.”Journal of Marketing Research 28 (February): 39–50.
George, Jennifer M. and Kenneth Bettenhausen. 1990. “Understanding Prosocial Behavior, Sales Performance, and Turnover: A Group-Level Analysis in a Service Context.”Journal of Applied Psychology 75(6): 698–709.
Ilgen, Daniel and Jack Feldman. 1983. “Performance Appraisal: A Process Focus.” InResearch in Organizational Behavior. Vol. 5. Eds. Larry L. Cummings and Barry M. Staw. Greenwich, CT: JAI, 141–197.
Jackson, Donald W., Janet E. Keith, and John L. Schlacter. 1983. “Evaluation of Selling Performance: A Study of Current Practices.”Journal of Personal Selling and Sales Management 3 (November): 43–51.
—, John L. Schlacter, and William G. Wolfe. 1995. “Examining the Bases Utilized for Evaluating Salespeople’s Performance.”Journal of Personal Selling & Sales Management 15(4): 57–65.
Jöreskog, Karl G. and Dag Sörbom. 1993.LISREL 8: Analysis of Linear Structural Relations by the Method of Maximum Likelihood. Chicago: International Education Services.
Kerber, Kenneth W. and James P. Campbell. 1987. “Correlates of Objective Performance Among Computer Salespeople: Tenure, Work Activities, and Turnover.”Journal of Personal Selling and Sales Management 7 (November): 39–50.
MacKenzie, Scott B., Philip M. Podsakoff, and Richard Fetter. 1991. “Organizational Citizenship Behavior and Objective Productivity as Determinants of Managerial Evaluations of Salespersons’ Performance.”Organizational Behavior and Human Decision Processes 50 (October): 123–150.
———. 1993. “The Impact of Organizational Citizenship Behavior on Evaluations of Salesperson Performance.”Journal of Marketing 57 (January): 70–80.
Muczyk, Jan P. and Myron Gable. 1987. “Managing Sales Performance Through a Comprehensive Performance Appraisal System.”Journal of Personal Selling & Sales Management 7 (May): 41–52.
Netemeyer, Richard G., James S. Boles, Daryl O. McKee, and Robert McMurrian. 1997. “An Investigation Into the Antecedents of Organizational Citizenship Behaviors in a Personal Selling Context.”Journal of Marketing 61 (July): 85–98.
Nunnally, Jim C. 1978.Psychometric Theory. 2nd ed. New York: McGraw-Hill.
Organ, Dennis W. 1988.Organizational Citizenship Behavior: The Good Soldier Syndrome. Lexington MA: Lexington Books.
— 1990. “The Subtle Significance of Job Satisfaction.”Clinical Laboratory Management Review 4 (March–April): 94–98.
Park, Oh-Soo and Henry P. Sims, Jr. 1989. “Beyond Cognition in Leadership: Prosocial Behavior and Affect in Managerial Judgment.” Working Paper. Management Department, Seoul National University and Pennsylvania State University.
Patton, W. E. and Ronald H. King. 1985. “The Use of Human Judgment Models in Evaluating Sales Force Performance.”Journal of Personal Selling & Sales Management 5 (May): 1–14.
Podsakoff, Philip M., Michael Ahearne, and Scott B. MacKenzie. 1997. “Organizational Citizenship Behavior and the Quantity and Quality of Work Group Performance.”Journal of Applied Psychology 82 (April): 262–270.
— and Scott B. MacKenzie. 1994. “Organizational Citizenship Behaviors and Sales Unit Effectiveness.”Journal of Marketing Research 31 (August): 351–363.
— and —. 1997. “The Impact of Organizational Citizenship Behavior on Organizational Performance: A review and Suggestions for Future Research.”Human Performance 10(2): 133–151
——, and Chun Hui. 1993. “Organizational Citizenship Behaviors as Determinants of Managerial Evaluations of Employee Performance: A Review and Suggestions for Future Research.” InResearch in Personnel and Human Resources Management, Vol. 11. Eds. G. R. Ferris and K. M. Rowland, Greenwich, CT: JAI. 1–40.
——, Robert H. Moorman, and Richard Fetter. 1990. “Transformational Leader Behaviors and Their Effects on Followers’ Trust in Leader, Satisfaction, and Organizational Citizenship Behavior.”Leadership Quarterly 1 (2): 107–142.
— Brian P. Niehoff, Scott B. MacKenzie, and Margaret L. Williams. 1993. “Do Substitutes for Leadership Really Substitute for Leadership? An Empirical Examination of Kerr and Jermier’s Situational Leadership Model.”Organizational Behavior and Human Decision Processes 54(1): 1–44.
— and Dennis W. Organ. 1986. “Self-reports in Organizational Research: Problems and Prospects.”Journal of Management 12 (1): 69–82.
Puffer, Shiela M. 1987. “Prosocial Behavior, Noncompliant Behavior, and Work Performance Among Commission Salespeople.”Journal of Applied Psychology 72 (5): 615–621.
Smith, C. Ann, Dennis W. Organ, and Janet P. Near. 1983. “Organizational Citizenship Behavior: Its Nature and Antecedents.”Journal of Applied Psychology 68 (6): 655–663.
Van Velsor, Ellen and Jean Brittain Leslie. 1995. “Why Executives Derail: Perspectives Across Time and Cultures.”Academy of Management Executive 9 (November): 62–72.
Walz, Sarah M. and Brian P. Niehoff. 1996. “Organizational Citizenship Behaviors and Their Effect on Organizational Effectiveness in Limited-Menu Restaurants.” InAcademy of Management Best Papers Proceedings. Eds. J. B. Keys and L. N. Dosier. Madison, WI: Omnipress, 307–311.
Werner, John M. 1994. “Dimensions That Make a Difference: Examining the Impact of In-Role and Extra-Role Behaviors on Supervisory Ratings.”Journal of Applied Psychology 79 (1): 98–107.
Author information
Authors and Affiliations
Additional information
Scott B. MacKenzie (Ph.D., UCLA, 1983) is a professor of marketing and the Edgar G. Williams Faculty Fellow at the Kelley School of Business at Indiana University. His research on advertising effectiveness, organizational citizenship behavior, and leadership issues can be found in theJournal of marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Applied Psychology, Organizational Behavior and Human Decision Processes, Personnel Psychology, Journal of Management, andThe Leadership Quarterly. Currently, he serves on the editorial boards of theJournal of Marketing Research, Journal of Marketing, Journal of Consumer Research, andJournal of Consumer Psychology.
Philip M. Podsakoff (D.B.A., Indiana University, 1980) is the John F. Mee Professor of Organizational Behavior and Human Resources at the Kelley School of Business at Indiana University. He is the author or coauthor of more than 60 articles and/or scholarly book chapters that have appeared in such journals as theJournal of Marketing, Journal of Marketing Research, Academy of Management Journal, Psychological Bulletin, Organizational Behavior and Human Decision Processes, Journal of Applied Psychology, The Leadership Quarterly, Organizational Dynamics, Research in Organizational Behavior, Journal of International Business Studies, andJournal of Occupational and Organizational Psychology. He serves on the Board of Editors of theJournal of Applied Psychology, Organizational Behavior and Human Decision Processes, andThe Leadership Quarterly.
Julie Beth Paine is a doctoral student in management at the Kelley School of Business at Indiana University. Her research interests include competence in performance, performance evaluation processes, and reward systems.
Rights and permissions
About this article
Cite this article
MacKenzie, S.B., Podsakoff, P.M. & Paine, J.B. Do citizenship behaviors matter more for managers than for salespeople?. J. of the Acad. Mark. Sci. 27, 396–410 (1999). https://doi.org/10.1177/0092070399274001
Issue Date:
DOI: https://doi.org/10.1177/0092070399274001