The Role of Customer-Fit Reconfiguring Capability on the Influence of Customer Orientation on Salesperson Performance

• Autores: Ginanjar Rahmawan, Budiyanto Budiyanto, Suwitho Suwitho
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 8, Nº. 6, 2023 (Ejemplar dedicado a: Continuous publication; e01278)
• Idioma: inglés
• DOI: 10.26668/businessreview/2023.v8i6.1804
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• Resumen

  • Purpose:  This study aims to determine the role of customer-fit reconfiguring capability on the influence of customer orientation on salesperson performance. This is a causality study where researchers will look for causal relationships from customer orientation, customer-fit reconfiguring capability, learning capability, adaptive selling, and salesperson performance.

      Theoretical framework: The theoretical framework of the study uses Resources Advantages Theory (Hunt and Morgan, 1995). The study develop theory to synthesize new mediating variable that solve research gap.

      Design/methodology/approach:  This research is exploratory studies and basic study to develop theory. This study test 320 insurance agent in Indonesia. Data analysis using SEM-PLS.

      Findings:  The results of this study stated that customer orientation and adaptive selling had no significant effect on salesperson performance, but learning capability and  customer-fit reconfiguring capability has a significant and positive effect on salesperson performance. Customer orientation, learning capability and adaptive selling significantly and positively affects customer-fit reconfiguring capability. Customer orientation,  learning capability, and adaptive selling significantly and positively affects salesperson performance by mediating customer-fit reconfiguring capability. The role of customer-fit reconfiguring capability is a full mediation on the influence of customer orienatation on salesperson performance.

      Research, Practical & Social implications: We suggest customer-fit reconfiguring capability as a new capability for salesperson to enhance salesperson performance.

      Originality/value: The study synthesizes new variable as a mediation variable in causal relationship between customer orientation, learning capability, adaptive selling, and salesperson performance.

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