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

Abstract

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.