The purpose of this research is to examine the notion of salesperson moral identity as a prosocial individual trait and its associated effects on customer and coworker relationships. In addition, this study examines the underlying processes in which these effects occur as well as the moderating role of internal competitive climate. Our empirical investigation of business-to-business (B2B) sales professionals reveals that moral identity has both direct and indirect effects on a salesperson’s customer- and team-directed outcomes. Specifically, our results demonstrate that salesperson moral identity positively affects both salesperson-customer identification and organizational identification, which, in turn, impact customer service provision and teamwork. Our findings also indicate that internal competitive climate exacerbates the positive effects of salesperson moral identity on customer service provision and teamwork.

这项研究的目的是检验销售人员道德认同作为亲社会的个人特质的概念及其对客户和同事关系的相关影响。此外，本研究考察了这些影响发生的潜在过程以及内部竞争环境的调节作用。我们对企业对企业（B2B）销售专业人员的实证研究表明，道德认同对销售人员的客户和团队导向的结果具有直接和间接的影响。具体而言，我们的结果表明，销售人员的道德认同对销售人员-客户标识和组织标识均具有积极影响，进而影响客户服务提供和团队合作。