Impact of Brand Citizenship Factors towards Sales Force Motivation: A Conceptual Review on Financial Leasing Service Sector of Sri Lanka

Abstract

The purpose of the concept paper is to review how brand citizenship behavior relates to salesforce motivation. A specific attention is made on issues related to financial leasing sector of Sri Lanka. Employee turnover remains as one of the most widely discussed issues in many industries as scholars highlight. However, a great deal of confusion still exists over the reasons causing employees to leave an organization. Human resource managers face intensive challenges in establishing a rational cause and finding a solution to this dilemma. In line within, scholars appreciate the concept of Brand Citizenship Behavior (BCB) as one of the theoretical contents that addressees how staff adheres to brand related performance whilst it has been noted as a motivation tool. Sri Lanka is also a noted context whereas financial service applies such motivational strategies to train and retain brand committed salesforce. But organizations in the financial leasing sector still faces intensive issues due to higher degree of employee turnover. This paper reviews how theoretical and empirical contributions address such salesforce issues whilst special attention is made on financial leasing sector of Sri Lanka. Alongside, authors used a deductive approach so doing paper associated accdamaic works and industry related publications to support arguments and discussions. A summarized discussion was made whilst key insights are concluded with future research suggestions.