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Increasing Salesperson Performance through Relational Penetration Capability: The Implementation of Insurance Service Company Distribution

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2021, v.19 no.5, pp.35-48
https://doi.org/https://doi.org/10.15722/jds.19.5.202105.35
AQMALA, Diana
ARDYAN, Elia
PUTRA, Febrianur Ibnu Fitroh Sukono

Abstract

Purpose: This research aims to analyze the influence of relational penetration capability on salesperson performance and the influence of customer orientation, customer knowledge accessibility, and salesperson-customer relationship quality on the relational penetration capability of the insurance service industry in Central Java. Research design, data, and methodology: This explanatory research involved 211 respondents. Path analysis was used to analyze the primary data obtained. Results: The customer orientation positively influences relational penetration capability and customer knowledge accessibility which can improve salesperson performance. The salesperson-customer relationship quality shows a positive impact on the salesperson's relational penetration capability, salesperson performance, and relational penetration capability which will lead to an improved salesperson-customer relationship. Higher knowledge levels of customer necessity have important implications for a salesperson's capability of finding potential customers and of fulfilling customers' requirements through careful analysis of necessity. Conclusions: The salespeople should be capable of building and maintaining a good relationship with their customers as an indication that salespeople of Insurance Service Company Distribution in Central Java have good performance.

keywords
Distribution, Insurance, Salesperson, Customer, Relationship Quality

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