FACTORS THAT INFLUENCE THE RELATIONSHIP BETWEEN CUSTOMER INFORMATION QUALITY AND SALESPERSON PERFORMANCE

Purpose - The aim of this research study is to develop the concept of customer information quality in the context of health insurance companies. A research model is proposed to explain how salesperson performance is developed through improved customer information quality. This is important as the awareness of health among people in Indonesia is increasing. Design/Methodology/Approach - The research model was empirically tested on a sample of 450 salespeople in the health insurance sector. Findings and implications - Results revealed that customer information quality leads to a linkage between the adaptive selling and salesperson performance. Communication ability and trustworthiness have a significantly positive impact on salesperson performance. Managerial Implication: Salesperson performance can be improved through the ability of salespersons to adapt when interacting with customers. Customer information quality can be improved by always building long-term relationships with customers. Limitations - The data analyzed from the perspective of salespersons could be expanded to also include those available from the perspective of the sales manager, thus making them two-sided. In addition, this study involves a cross-sectional design, which might be applied to research over a longer term. Originality - As the concept of customer information quality in salespersons is still poorly understood, there is a need for theoretically based research of this concept. This paper expands the knowledge in the area of relationship marketing by presenting a research model that introduces the development of customer information quality.