Insurance company’s salespersons’ lead qualification skills and salespersons’ performance: moderated-mediation model of salespersons’ adaptive selling behavior and salespersons’ gender

Mwesige Richard, Bonuke Ronald, Situma Claire and Kabasinguzi Brenda

Cogent Business & Management, 2024, vol. 11, issue 1, 2421421

Abstract: This study aimed to discover the intervening role of Salesperson Adaptive Selling Behavior (SPASB) in the relationship between Salesperson Lead Qualification Skills (SPLQS) and Salesperson Performance (SP), in addition to the potential moderating effect of Salesperson Gender (SPG) on this relationship in the insurance industry in Uganda. A total of 346 salespeople in the Ugandan insurance industry were identified using approportionate stratified simple random sample technique. Data were collected using a self administered questionaire, then descriptive statistics, correlation analysis, factor analysis, and conditional process analysis were employed to analyze the data. The results showed that SPLQS and SP are partially mediated by SPASB. The mediating influence is contingent on the level of SPG, with a stronger mediation effect observed at higher levels of gender equality. By adding to the body of current literature, this study examines the complex relationships between SPLQS, SPASB, SP, and SPG. These findings highlight the importance of considering the role of SPASB and gender dynamics in optimizing SP. The results provide valuable insights for sales organizations to develop strategies to enhance SP in uncertain business environments. Additionally, this study sheds light on the gender-specific factors that influence SP, challenging traditional stereotypes in the sales profession.The importance of insurance salespeople performance cannot be understated in today’s society, where insurance products play a vital role in ensuring financial and health well-being of society. This research project examines the function of ASB as a mediator and SPG as a moderator in the relationship between insurance company’s SPLQS and SP. Insurance companies are crucial in providing coverage and protection against unforeseen risks, and their effectiveness is essential in ensuring that customers receive appropriate policies and drive business growth. SPLQS plays a crucial role in identifying potential customers, although its influence on SP may not be immediate. The study suggests that SPLQS has a positive effect on SP, which is partially mediated by SPASB. Enhancing SPLQS and fostering SPASB can be facilitated by promoting gender equality among salespeople, which can ultimately help insurance companies to better meet customer needs, drive business growth, and contribute to overall financial well-being of clients.

Date: 2024
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DOI: 10.1080/23311975.2024.2421421

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