PERAN CUSTOMER-FIT RECONFIGURING CAPABILITY PADA PENGARUH CUSTOMER ORIENTATION TERHADAP SALESPERSON PERFORMANCE

RAHMAWAN, GINANJAR (2023) PERAN CUSTOMER-FIT RECONFIGURING CAPABILITY PADA PENGARUH CUSTOMER ORIENTATION TERHADAP SALESPERSON PERFORMANCE. Doctoral thesis, STIESIA SURABAYA.

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Abstract

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. 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. This research is exploratory studies and basic study to develop theory. This study test 320 insurance agent in Indonesia. Data analysis using SEM-PLS. 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 orientation on salesperson performance.

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