Pan Guochen, Liu Mengqi, Tseng Lu-Ming, Geng Zhixiang
Economics and Management School, Wuhan University, Wuhan, China.
College of Finance, Feng Chia University, Taichung, Taiwan.
Humanit Soc Sci Commun. 2023;10(1):124. doi: 10.1057/s41599-023-01623-z. Epub 2023 Mar 24.
The cultural clash between customers and salespeople in online marketing is observed as a barrier to promoting sales performance.The capability of handling cultural difference, or cultural intelligence (CQ), is therefore essential for salespeople. With data collected through questionnaires from a Chinese digital insurance brokerage firm, the impact of salespeople's CQ on sales performance is examined with the partial least squares structural equation model (PLS-SEM) method. It is identified that CQ serves as a positive moderating variable in the relationship between customer orientation and sales performance, as well as a partial mediating variable in the relationship between perceived organizational support and sales performance of the online insurance salespeople.
在线营销中客户与销售人员之间的文化冲突被视为促进销售业绩的障碍。因此，处理文化差异的能力，即文化智力（CQ），对销售人员至关重要。通过对一家中国数字保险经纪公司进行问卷调查收集数据，运用偏最小二乘结构方程模型（PLS-SEM）方法检验了销售人员的CQ对销售业绩的影响。研究发现，CQ在客户导向与销售业绩的关系中起到正向调节变量的作用，同时在在线保险销售人员的感知组织支持与销售业绩的关系中起到部分中介变量的作用。
