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

Author

Listed:
  • Guochen Pan

    (Wuhan University)

  • Mengqi Liu

    (Wuhan University)

  • Lu-Ming Tseng

    (Feng Chia University)

  • Zhixiang Geng

    (Wuhan University)

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.

Suggested Citation

  • Guochen Pan & Mengqi Liu & Lu-Ming Tseng & Zhixiang Geng, 2023. "Cultural intelligence and sales performance in online insurance marketing: evidence from a Chinese insurance firm," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-9, December.
    • Handle: RePEc:pal:palcom:v:10:y:2023:i:1:d:10.1057_s41599-023-01623-z
    DOI: 10.1057/s41599-023-01623-z
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    References listed on IDEAS

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    Cited by:

    1. Fu-Wei Huang & Panpan Lin & Jyh-Horng Lin & Ching-Hui Chang, 2023. "The impact of war on insurer safety: a contingent claim model analysis," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-6, December.

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