The Influence of Service Quality, Customer Orientation and Communication Skills on Sales Force Performance with Sales Behavior of PT Pimaimas Citra Vaccine Products as an Intervening Variable

Andi Wijanarko, Rahayu Lestari

Abstract


Abstract: The growth of PT Pimaimas Citra’s sales performance has slowed down, even in 2023 it has decreased by up tp 30.25 percent compared to sales performance in 2022. Departing from these problems, the purpose of the research is to analyze the impact of Service Quality, Customer Orientation, and Communication Ability on Salesperson Performance partially, either directly or through intervening variables of Sales Behavior. The researfh approach used is quantitative. The research population is 120 sales staff of PT Pimaimas Citra. The sampling method was chosen purposive sampling. The data collection method used is a survey technique with a questionnaire as a research instrument. The analysis method in the study descriptive analysis and inferential analysis using SEM-PLE with the help of the Smart PLS 3.0 application. The results of the study revealed that service quality, customer orientation, and communication skills had a significant impact on the sales behavior of vaccine products and the performance of their sales force. In addicition, sales behavior has been proven to be able to mediate some of the effects of service quality, customer orientation, and communication skills on salesperson performance.

Keywords: service quality, customer orientation, communication skills, sales behavior, sales force performance

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