Impact of Ethical Sales Leadership on Salesperson Behavior Performance in the Business-to-Business Markets of Pakistan: A Mediation Effect through Customer Orientation

Building and sustaining long-term customer relationships and adopting ethics may boost sales success. This is possible with ethical sales leadership. This is vital for all businesses. Research shows that customer orientation increases salesperson behavior. This is mediated by ethical sales leadership. Salespeople act better when their supervisors are ethical. Through perceived ethical sales leadership, client orientation indirectly impacts salesperson conduct. For the study, business-to-business salespeople were purposefully sampled. The researcher may thoroughly test hypotheses using structural equation modeling. This study reveals that role manager customer orientation influences ethical sales leadership and salesperson conduct performance. Salespeople gain from managers' customer focus and ethical sales leadership. Managers substantially influence salesperson conduct and customer focus. This study shows that ethical sales leadership impacts Pakistani business-to-business salespeople. Their managers' customer attention influences salespeople's behavior. Client orientation as a critical feature of ethical leadership is added to the literature. The study's findings enhance customer-oriented sales orientation research. Improved salesperson customer orientation enhances behavior. This study analyzes how sales supervisors enhance customer orientation via ethical sales leadership. By boosting client orientation, sales managers may increase business-to-business salespeople's behavior, performance, and effectiveness. Sales managers may boost business-to-business sales with ethical leadership. This boosts business customer focus. Further research and analysis of this study's implications may improve ethical sales leadership. The smart PLS 3 structural model featured consumer orientation as a mediator. Customer Orientation moderated the Ethical Sales Leadership effectiveness relationship. This study closes with management, theoretical, and recommendation implications. The study's limitations and further research inform these results and recommendations.