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Cultural intelligence and sales performance in online insurance marketing: evidence from a Chinese insurance firm

Business

Cultural intelligence and sales performance in online insurance marketing: evidence from a Chinese insurance firm

G. Pan, M. Liu, et al.

This study explores how cultural intelligence (CQ) influences sales performance in online insurance marketing within a Chinese firm, revealing that CQ enhances customer orientation and perceived organizational support. The research was conducted by Guochen Pan, Mengqi Liu, Lu-Ming Tseng, and Zhixiang Geng.

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Playback language: English
Abstract
This study examines the impact of salespeople's cultural intelligence (CQ) on sales performance in online insurance marketing within a Chinese firm. Using questionnaire data and the partial least squares structural equation model (PLS-SEM), the research finds that CQ positively moderates the relationship between customer orientation and sales performance, and partially mediates the relationship between perceived organizational support and sales performance.
Publisher
Humanities & Social Sciences Communications
Published On
Mar 24, 2023
Authors
Guochen Pan, Mengqi Liu, Lu-Ming Tseng, Zhixiang Geng
Tags
cultural intelligence
sales performance
customer orientation
organizational support
insurance marketing

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