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

• Published in: Journal of distribution science pp. 35 - 48
• Main Authors: Diana AQMALA, Elia ARDYAN, Febrianur Ibnu Fitroh Sukono PUTRA
• Format: Journal Article
• Language: English
• Published: 한국유통과학회 01.05.2021
• Subjects: 경제학
• ISSN: 1738-3110; 2093-7717
• DOI: 10.15722/jds.19.5.202105.35

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. KCI Citation Count: 1