The Influence of Supervisory Approaches on Sales Performance Through a Regulatory Focus Perspective in Telemarketing in Bangladesh

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Sumaiya Binte Khan
Phanasan Kohsuwan


The influence of supervisory control and empowerment was investigated through a regulatory focus perspective (promotion focus and prevention focus) on sales performance. The responses came from 387 telemarketers working in international call centers in Dhaka, Bangladesh and were obtained through an online self-administered survey and analyzed using structural equation modeling. The results indicated that between control and empowerment, empowerment was more impactful on telemarketers, whereas supervisory control had no influence on regulatory focus. Some of the variables of supervisory empowerment impacted regulatory focuses. The sales performance of telemarketers was influenced by their regulatory focus-based strategies that were connected to the regulatory focus of both telemarketers and customers. The findings obtained from this research can be applied in the call center industry by designing supervisory approaches to motivate employees to maximize revenue and ensure better sales performance. Future studies from varied geographic locations or with a sales-customer dyadic perspective may add more insights in this area of research. 


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