The moderator role of selling skills on the relationship between sales orientation-customer orientation and sales force performance of the agencies of Asian Insurance Firm

This study aims to the importance of buyers-sellers interactions in service sector such as insurance industry، and the more effect of Sales Force on buyer،s decision. We in particular examined Sales Orientation-Customer Orientations (SOCO) impact on Sales Force performance and investigated the moderated effect of selling skills on the relationship between SOCO and Sales Force performance. For data collection a questionnaire adopted from previous studies was applied and completed by 118 Sales Force insurance agencies in Mashhad، Iran. We have used Correlated Coefficient and Moderated Regression to assess the impact of SOCO on Sales Force performance and have estimated the moderation effect of selling skills on the relationship between SOCO and Sales Force performance. The result shows that SOCO and selling skills have directly impact on Sales Force performance، and selling skills moderated the relationship between customer orientations and Sales Force performance، however this does not moderate the relationship between sales orientation and Sales Force performance.