Understanding the Antecedents and Consequences of Service-Sales Ambidexterity: A Motivation-Opportunity-Ability (MOA) Framework

Drawing on the motivation, opportunity and ability (MOA) framework, we investigate the influence of charismatic leadership on salespeople’s service and sales activities—termed service-sales ambidextrous (SSA) behavior, which subsequently turn into service recovery performance outcomes. The primary aim of this research is to strengthen salespeople’s service quality in parallel to their selling activities while recovering a service failure. We validate the model using a sample of 344 business-to-business salespeople using partial least square structural equation modeling (PLS-SEM) technique. Study results show that charismatic leadership is positively and significantly related to service-sales ambidexterity. Likewise, service-sales ambidexterity has a positive and significant relationship with service recovery performance and adaptive selling behavior. Moreover, we found a significant relationship between adaptive selling behavior and service recovery performance. The results further specify that salesperson motivation, opportunity and ability to engage in SSA significantly moderate the relationship between charismatic leadership and service-sales ambidexterity. The results suggest the need for training programs that provide the salesperson with opportunities to understand the simultaneous implementation of selling strategies while also providing customer services.

Contingent conditions on the effectiveness of salesperson acquisition-retention ambidexterity: the motivation–opportunity–ability framework

Purpose This study aims to investigate moderators affecting the impact of salesperson acquisition-retention (AR) ambidexterity on sales performance based on the motivation-opportunity-ability (MOA) framework. Design/methodology/approach The authors collected triadic data through 391 questionnaires from salespeople, 50 questionnaires from sales managers and archival data about each salesperson’s performance. Hierarchical linear modeling was applied to test the hypotheses. Findings The results indicate that salesperson AR ambidexterity positively affects sales performance. The positive effect is strengthened by capability control but weakened by outcome control and activity control. The authors also find that sales experience and market attractiveness hurt the effectiveness of salesperson AR ambidexterity. Research limitations/implications First, this study does not examine the mediating mechanism underlying the effect of salesperson AR ambidexterity. Second, sales-service ambidexterity is another ambidextrous variable for salespeople. Future research can consider AR and sales-service ambidexterity together. Practical implications First, managers should be cautious when encouraging experienced salespeople to conduct AR ambidexterity. Second, managers need to use capability control to motivate salespeople with AR ambidextrous behaviors. Third, AR ambidexterity could be not required in a market with many opportunities. Originality/value Although some studies have examined the effectiveness of salesperson AR ambidexterity, they reveal inconsistent findings, which suggest contingent conditions on the effectiveness of salesperson AR ambidexterity. However, the attention on the contingent conditions is limited. Therefore, this paper systematically investigates the contingent conditions from the MOA framework. The findings provide some insights into when salesperson AR ambidexterity is effective.

The Effect of Motivation-Opportunity-Ability (MOA) Framework in SME's Social Media Marketing Adoption

This research aimed to find out the factors which affected UKM/SME (small and medium sized enterprises) in adopting Facebook Ads. The factors utilized adoption model which has been developed in previous research by inserting Opportunity and Ability factors as a moderating effect between the influence of intention to use facebook ads toward the adoption of facebook ads. The background of this study was the need for the demand for the use of information technology, especially social networking in SME communication with consumers. This was intended to make SMEs survive in current technological developments. The model used in this research consisted of ten variables with nine hypotheses. Based on a survey of 100 SMEs in Indonesia, it was found that social image and perceived usefulness had a positive influence on intention to use Facebook Ads. However, there was no moderation effect from the Opportunity and Ability variable groups toward the relationship between Intention to use Facebook ads to Facebook Ads Adoption.

Segmenting Young Adult University Student’s Eating Behaviour: A Theory-Informed Approach

The purpose of this paper is to extend behavioural theory and segmentation application. Specifically, this paper draws on three segmentation bases and behavioural theory that extends focus beyond individual psychological predispositions to form segments within the healthy eating context for young adult university students (20–35 years) in Queensland, Australia. Participants were invited to take part in an online survey via email and through face to face intercept to ensure a diverse cross section was obtained. Structural equation modelling revealed that the Motivation, Opportunity, and Ability (MOA) framework can be utilised to explain healthful eating behaviour and two-step cluster analysis uncovered two distinct segments with education, motivation to eat healthily and Turconi’s eating behaviour scores being the most important variables within the wider multivariate segment formation. This paper contributes to literature in the following ways. First, it confirms the importance of behavioural bases in segment formation and supports inclusion of other bases, namely demographics and psychographics. Next, it provides evidence of the value of including behavioural theory, which extends focus beyond what individuals think to understand how the environment may support them. Finally, this paper demonstrates that the MOA framework together with eating behaviour and demographic factors (education) can produce theoretically informed segments.

Exploring servitization in China

Purpose Previous research has predominately focused on the servitization strategies of western manufacturers in advanced economies, neglecting the potential for servitization in those which are emerging, such as China. The purpose of this paper is to explore the role of the external service partner network of a European manufacturer providing services in China, in order to develop a better understanding of the resulting and associated challenges. Design/methodology/approach An in-depth case study approach was used to examine the parent company, its subsidiary in China and the related service partner network. Data collection involved all three actors and took place in Denmark and China. Findings The findings suggest that motivation, opportunity and ability (MOA) need not only be mutually reinforcing for the organization attempting to move toward services but also aligned between organizational units, as well as with the service partner network. Furthermore, the findings suggest that while service partners are typically closer to the market, they may not be able to deliver the higher value-added services requiring customization. Research limitations/implications This study is limited to a single manufacturer attempting servitization in China. Future studies may consider other case firms in other markets. Practical implications The MOA framework provides a basis for understanding the managerial challenges of aligning and coordinating the MOA elements amongst different actors. Originality/value This paper contributes by exploring servitization in an emerging market through the MOA framework in order to better understand the challenges and complexities. Servitization is found to be a dynamic phenomenon which should be understood as a movement that is also dependent on an external service partner possessing the necessary capabilities. In turn, this requires understanding the MOAs of all actors in a network and how they may be influenced in order for the MOA elements to be mutually reinforcing.

Insights into the complexity of behaviours: the MOAB framework

Purpose This paper aims to integrate existing thinking and provide new insights into the complexity of behaviours to improve understanding of the nature of these behaviours. This paper expands social marketing theory by introducing the Motivation–Opportunity–Ability–Behaviour (MOAB) framework to assist in understanding the nature of social marketing behaviours by extending the Motivation–Opportunity–Ability (MOA) framework. Design/methodology/approach This is a conceptual paper that proposes the MOAB framework to understand the complexity of behaviours. Findings This new tool will provide social marketers with an improved understanding of the differences between behaviours targeted by social marketers. Specifically, it provides a definition and application of complexity in social marketing that will facilitate the development of consumer insights and subsequent social marketing programs that more sufficiently account for the complexity of target behaviours. Research limitations/implications This proposed MOAB framework offers a foundation for future research to expand upon. Further research is recommended to empirically test the proposed framework. Originality/value This paper seeks to advance the theoretical base of social marketing by providing new insights to understand the nature of the behaviour in social marketing to assist social marketers to move beyond attempts to treat all behaviours as if they are the same.

Understanding the midstream environment within a social change systems continuum

Purpose This paper aims to provide guidance on how midstream social marketing can be used to understand and address wicked problems through adopting a collaborative systems integration approach conceptualised from a macromarketing perspective. Design/methodology/approach Rothschild’s motivation, opportunity and ability (MOA) framework is applied in this study to understand veterinarians as midstream microactors in the macrosystem of wicked animal welfare issues. Focus group and individual interview data from veterinarians were analysed through the lens of the MOA framework to understand veterinarians’ as midstream microactors within a systems continuum. Findings The MOA of veterinarians to engage downstream targets – cat owners – in behaviour change are identified. Fresh insights reveal the challenges and barriers to simply focusing on veterinarians as the key microactor required to address the wicked problem of cat overpopulation. Challenges identified include the cost of sterilisation to both owners and veterinary practices, alongside vying beliefs about the capacity of individual veterinarians to persuade owners about the benefits of sterilisation to improve animal welfare. Additionally, insight into veterinarians’ perceptions of upstream strategies to address the problem – in terms of marketing, education and law – expose further complications on where regulation and law enforcement can be integrated in future social marketing strategies to address the cat overpopulation problem. Practical implications The application of the MOA framework improves understanding of the concept and practice of midstream social marketing. It provides a practical and strategic tool that social marketers can apply when approaching behaviour change that leverages midstream actors as part of the social change solution. Originality/value Research and theorisation in this paper demonstrates an alternative pathway to address wicked problems via a collaborative systems integration approach conceptualised from a macromarketing perspective. Effective long-term change relies on understanding and coordinating a broad macrosystem of interconnected actors along a downstream, midstream and upstream continuum. This starts by understanding the microactions of individual actors within the macrosystem.

MOA Framework and Website Quality as Creator of Attitude and Behavioral Consequences

This study aimed to examine the factors driving the establishment of user satisfaction on the campus website. The study focused on two exogenous constructs, namely website quality as the external aspects and the MOA framework (especially motivation and ability) as the internal aspects for users of the campus website. The study also tried to examine the dual implications of user satisfaction, toward the intention to revisit on one side, also toward attitude and word-of-mouth intention on the campuses itself on the other side. This study was conducted using descriptive research design approach. A total of 210 cross-sectional data collected through an offline and online survey on student sample of state and private universities in the JABODETABEK area. Data analysis and hypothesis testing was executed using Structural Equation Model. The analysis of empirical data indicates a positive impact of website quality on user satisfaction. Furthermore, user satisfaction proven to give positive implications toward revisit intention on the one hand, and the attitude toward the brand on the other side, which in turn encourages word-of-mouth intention. Meanwhile, opposite findings on the effect of the MOA framework on user satisfaction, it gives a new insight that amplify the urgency of the implementation of campus website by higher education providers.