Effect of sales force market-oriented behaviour on relational performance: emotional commitment and relational learning roles

This study examines the antecedents of relational performance in the services sector and especially the Tunisian Telecom Market. It introduces the mediating role of emotional commitment and relational learning in the development of sales force relational performance. After elaborating the conceptual framework and the hypotheses to be tested, an empirical study was conducted using two samples from users of telecom products in different companies in the Tunisian market. The findings shows that the market orientation lead to the relational performance of the sales force within the emotional engagement and relational learning moderation effect in this process. Therefore, this research confirmed the relational performance model in the Tunisian telecom sector. Then, this study supplies some outcomes that will likely improve the literature review about relational performance. For this purpose, we paid due attention to market-oriented behaviours of the sales force generate sales closures and consequently higher firm revenues.