The Major Role of the Sales Force in the Relationship Between Customer Orientation and the Sales Performance of Insurance Company Intermediaries
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The objective of this article is to assess the role of customer orientation on the sales performance of insurance company intermediaries and to test the mediating role of sales force management in this influence. The literature on customer orientation and performance reveals that the majority of research has focused on Western companies. No research has examined the role of sales force management in the relationship between customer orientation and the sales performance of insurance company intermediaries in developing countries. Following a qualitative study conducted with eight insurance broker managers, a quantitative questionnaire-based study was conducted with 84 managers. Structural equations and regression analysis were useful in analyzing and processing the data, as well as in testing the direct and indirect link between customer orientation and sales performance. The results show that customer orientation positively influences sales performance and that sales force management plays a partial mediating role.
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