Factors influencing on salesperson performance in information service industry

To examine major factors that influencing on salesperson performance in information service industry, especially academic publishing and data analytics companies, researcher proposed research model and hypotheses. A full measurement model was tested by CFA analysis and modeling procedure. Then, structural equation model was tested. Models fit the data well. Proposed hypotheses were supported and interpreted. Factors influencing on salesperson performance in information service industry, especially academic publishing and data analytics companies includes adaptive selling behavior, customer orientation, guanxi. It’s found that customer orientation, adaptive selling behavior, “ganqing” (apart of “guanxi”) has positive influence on salesperson performance, whereas “renqing” (apart of “guanxi”) has positive to adaptive selling behavior, but not support salesperson performance. Besides, customer orientation is proved to have strong positive impact on adaptive selling in relationship toward salesperson performance in this industry. Not only the customer orientation but the relationship between salesperson and his buyer's representatives have strong influence on his selling behavior and performance. The social relationship between salesperson and his customer's representative have strong affect on salesperformance than his adaptive selling behavior and customer orientation. It's the implication for manager to encourage their salespeople to develop emotional attachment among parties networking in order to improve their salesperson performance strategically. The research also affỉrmed the significance of customer orientation on adaptive selling behavior, toward their positive influence on salesperson performance in information industry, especially academic publishing and data analytics companies. It then suggested salesperson consider the effects of favors exchanges or reciprocity with his business partner. Therefore, sales manager can identify and orient salespeople the relevant treatment strategy for their customers, in order to improve sales performance.