Sales Employee Perception toward Practicing Up-selling and Cross-selling Strategies based on IPARTheory: Mixed-Method Study

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The purpose of this study was to test sales employees' perception toward practicing up-selling and cross-selling strategies among sales employees in lodging based on the "interpersonal acceptance and rejection theory" (IPARTheory). As a study outcome, this study examined how sales employees' up-selling and cross-selling practices affected firm performance. Data was collected from 500 surveys of employees by random sampling and interviewing 30 general managers through purposeful sampling based on a multilevel convergent mixed-method study with Structural Equation Modeling (SEM). The resulting data from sales employees’ surveys were compared to those of general managers’ statements over the specific data-collected period. The theoretical and managerial implications were provided at the end.

Embargo status: Restricted until 06/2028. To request the author grant access, click on the PDF link to the left.

Relationship Marketing, "interpersonal acceptance and rejection theory (IPARTheory), Cross-selling, Up-selling, Revenue, Firm Performance