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

Guochen Pan, Mengqi Liu, Lu-Ming Tseng and Zhixiang Geng ()
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Guochen Pan: Wuhan University
Mengqi Liu: Wuhan University
Lu-Ming Tseng: Feng Chia University
Zhixiang Geng: Wuhan University

Humanities and Social Sciences Communications, 2023, vol. 10, issue 1, 1-9

Abstract: Abstract 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.

Date: 2023
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DOI: 10.1057/s41599-023-01623-z

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