MİY’İN SATIŞ TEMSİLCİLERİNİN SATIŞ NİYETİ VE SATIŞ PERFORMANSI ÜZERİNDEKİ ETKİLERİ: TÜRKİYE HAYAT DIŞI SİGORTA SEKTÖRÜNDE BİR ARAŞTIRMA

THE EFFECTS OF CRM OVER SALESPERSONS’ SELLING INTENTION AND SALES PERFORMANCE: A RESEARCH IN TURKISH NON-LIFE INSURANCE MARKET

With the development of digital technologies and diversification of communication tools, customers demand similar experiences from all businesses independent of the industries. In the finance sector, insurance industry -with its intermediaries in both production and service stages- is lagging behind others in terms of improving customer experience and approach to the them. Intermediaries such as bancassurance, agents, and brokers have dominated nearly 80% of the sector. For this reason, insurance companies have started to invest in factors such as satisfaction of intermediaries, establishment of reward and target systems for intermediaries, and hence improving their performance. Although there are many research in the literature in order to measure and develop customer-oriented approaches, the wishes and needs of customers, and to establish healthier, long-term relationships between customers and businesses, companies in sectors that have intensive relations with intermediaries need to concentrate not only on their customers but also on intermediaries. Therefore, in this study, the effects of Customer Relations Management (CRM) applications on sales intention and sales performances of sales representatives working in the non-life insurance market have been tried to be measured. For this measurement, CRM applications were evaluated with four sub-dimensions: focus on key customers, CRM organizational structure, information management and technology-based CRM implementation. Data were collected from intermediaries in Turkish non-life insurance market and a total of 299 surveys were obtained. The results of the study suggests that effectively managed CRM practices have positive effects on both sales performances and sales intentions of sales representatives.

Keywords:

Customer Relationship Management, Insurance Industry Intention to Sell, Sales Performance,

PDF

___

Ahearne, M., Hughes, D. E. and Schillewaert, N. (2007). Why Sales Reps Should Welcome Informa- tion Technology: Measuring the Impact of CRM-based IT on Sales Effectiveness. Internati- onal Journal of Research in Marketing, 24(4), 336-349.
Ahearne, M., Jones, E., Rapp, A. and Mathieu, J. (2008). High Touch Through High Tech: The Impact of Salesperson Technology Usage on Sales Performance via Mediating Mechanisms. Ma- nagement Science, 54(4), 671-685.
Ahearne, M., Srinivasan, N. and Weinstein, L. (2004). Effect of Technology on Sales Performance: Progressing from Technology Acceptance to Technology Usage and Consequence. Journal of Personal Selling & Sales Management, 24(4), 297-310. Ahearne, M., Rapp, A., Mariadoss, B. J. and Ganesan, S. (2012). Challenges of CRM Implementation in Business-to-Business Markets: A Contingency Perspective. Journal of Personal Selling & Sales Management, 32(1), 117-129.
Amoako, G. K., Arthur, E. K., Bandoh, C. and Katah, R. K. (2012). The Impact of Effective Customer Relationship Management (CRM) on Repurchase: A Case Study of (GOLDEN TULIP) Hotel (ACCRA-GHANA). African Journal of Marketing Management, 4(1), 17-29.
Anderson, E. and Oliver, R. L. (1987). Perspectives on Behavior-based versus Outcome-based Sa- lesforce Control Systems. Journal of Marketing, 51(4), 76-88. Barling, J. and Beattie, R. (1983). Self-Efficacy Beliefs and Sales Performance. Journal of Organiza- tional Behavior Management, 5(1), 41-51.
Behrman, D. N. and Perreault, W. D. (1982). Measuring the Performance of Industrial Salespersons. Journal of Business Research, 10(3), 355-370.
Brown, S. P. and Peterson, R. A. (1994). The Effect of Effort on Sales Performance and Job Satisfac- tion. Journal of Marketing, 58(2), 70-80.
Boulding, W., Staelin, R., Ehret, M. and Johnston, W. J. (2005). A Customer Relationship Manage- ment Roadmap: What is Known, Potential Pitfalls, and Where to Go. Journal of Marketing, 69, 155-166.
Chawla, V., Lyngdoh, T., Guda, S. and Purani, K. (2020). Systematic Review of Determinants of Sales Performance: Verbeke et al.’s (2011) Classification Extended. Journal of Business & Indust- rial Marketing, ahead-of-print(ahead-of-print).
Churchill, G. A., Ford, N. M., Hartley, S. W. and Walker, O. C. (1985). The Determinants of Salesper- son Performance: A Meta-Analysis. Journal of Marketing Research, 22(2), 103.
Coltman, T., Devinney, T. M. and Midgley, D. F. (2010). Customer Relationship Management and Firm Performance. Journal of Information Technology, 26(3), 205-219.
Din, S. M. U. (2013). Impact of Cost of Marine and General Insurance on International Trade and Economic Growth of Pakistan. World Applied Sciences Journal, 28(5), 659-671. Dowling, G. (2002). Customer Relationship Management: In B2C Markets, Often Less is More. Ca- lifornia Management Review, 44(3), 87-104.
Eggert, A. and Serdaroglu, M. (2011). Exploring the Impact of Sales Technology on Salesperson Performance: A Task-Base d Approach. Journal of Marketing Theory and Practice, 19(2), 169-186.
Eichorn, F. L. (2004). Internal Customer Relationship Management (IntCRM): A Framework for Ac- hieving Customer Relationship Management from the Inside out. Problems & Perspectives in Management, 2(1), 154-177.
Elmuti, D., Jia, H. and Gray, D. (2009). Customer Relationship Management Strategic Application and Organizational Effectiveness: An Empirical Investigation. Journal of Strategic Marke- ting, 17(1), 75-96.
Farris, P. W., Bendle, N. T., Pfeifer, P. E. and Reibstein, D. J. (2010). Marketing Metrics: The Defini- tive Guide to Measuring Marketing Performing Current Reviews for Academic Libraries. New Jersey: Pearson Education.
Fu, F. Q., Jones, E. and Bolander, W. (2008). Product Innovativeness, Customer Newness, and New Product Performance: A Time-Lagged Examination of the Impact of Salesperson Selling Intentions on New Product Performance. Journal of Personal Selling & Sales Management, 28(4), 351-364.
Giacobbe, R. W., Jackson, D. W., Crosby, L. A. and Bridges, C. M. (2006). A Contingency Approach to Adaptive Selling Behavior and Sales Performance: Selling Situations and Salesperson Characteristics. Journal of Personal Selling & Sales Management, 26(2), 115-142.
Harrison, D. E. and Hair, J. F. (2017). The Use of Technology in Direct-Selling Marketing Channels: Digital Avenues for Dynamic Growth. Journal of Marketing Channels, 24(1-2), 39-50.
Hunter, G. K. and Perreault, W. D. (2006). Sales Technology Orientation, Information Effectiveness, and Sales Performance. Journal of Personal Selling & Sales Management, 26(2), 95-113.
Jain, D. and Singh, S. S. (2002). Customer Lifetime Value Research in Marketing: A Review and Fu- ture Directions. Journal of Interactive Marketing, 16(2), 34-46.
Ko, D-G. and Dennis, A. R. (2004). Sales Force Automation and Sales Performance: Do Experience and Expertise Matter? The Journal of Personal Selling and Sales Management, 24(4), 311- 322.
Korzeniowski, P. (2020, July 27). The Top Sales Trends: COVID-19 Drives Changes to Sales Solution Road Maps. Retreived from https://www.destinationcrm.com/Articles/Editorial/Maga- zine-Features/The-Top-Sales-Trends-COVID-19-Drives-Changes-to-Sales-Solution-Road- Maps-142025.aspx?pageNum=2
Kubilay, H. (2014). Education of Insurance Agent Technical Personnel in Turkey. Journal of the Fa- culty of Law of Inonu University, 5(2), 1-22.
Kubina, M. and Lendel, V. (2014). Successful Application of Social CRM in The Company. 2nd Global Conference on Business, Economics, Management and Tourism, 30-31 October 2014 Pra- gue, Czech Republic: Elsevier B. V. pp. 1190–1194.
Kuşçu, A. (2019). Analyzing the Link Between Sales Technology Use and Sales Performance. Mar- mara Üniversitesi Öneri Dergisi, 14(51), 112-127.
Lee, D. H. (1998). The Moderating Effect of Salesperson Reward Orientation on the Relative Effec- tiveness of Alternative Compensation Plans. Journal of Business Research, 43(2), 65-77.
Mathur, T., Das, G. and Paul, U. K. (2016). Linking “Satisfaction” to “Intention-to-Sell” and “Sales Performance” of Individual Agents in the Health Insurance Market: Empirical Evidence from India. Journal of Global Scholars of Marketing Science, 26(2), 109-128.
Moutot, J-M. and Bascoul, G. (2008). Effects of Sales Force Automation use on Sales Force Activities and Customer Relationship Management Processes. Journal of Personal Selling & Sales Management, 28(2), 167-184.
Pass, M. W., Evans, K. R. and Schlacter, J. L. (2004). Sales Force Involvement in CRM Information Systems: Participation, Support, and Focus. Journal of Personal Selling & Sales Manage- ment, 24(3), 229-234.
Rapp, A., Agnihotri, R. and Forbes, L. P. (2008). The Sales Force Technology–Performance Chain: The Role of Adaptive Selling and Effort. Journal of Personal Selling & Sales Management, 28(4), 335-350.
Reinartz, W., Krafft, M. and Hoyer, W. D. (2004). The Customer Relationship Management Process: Its Measurement and Impact on Performance. Journal of Marketing Research, 41, 293- 305.
Rigby, D., Reichheld, F. and Schefter, P. (2002). Avoid the Four Perils of CRM. Harvard Business Review, 80, 101-106. Rodriguez, M. and Boyer, S. (2020). The Impact of Mobile Customer Relationship Management (mCRM) on Sales Collaboration and Sales Performance. Journal of Marketing Analytics, 8(3), 137-148.
Rodriguez, M. and Honeycutt Jr, E. D. (2011). Customer Relationship Management (CRM)'s Impact on B to B Sales Professionals' Collaboration and Sales Performance. Journal of Business- to-Business Marketing, 18(4), 335-356.
Rodriguez, M., Peterson, R. and Ajjan, H. (2015). CRM/Social Media Technology: Impact on Custo- mer Orientation Process and Organizational Sales Performance. Journal of Marketing De- velopment and Competitiveness, 8(1), 85-97.
Rodriguez, M., Peterson, R. M. and Krishnan, V. (2018). Impact of CRM technology on sales process behaviors: empirical results from US, Europe, and Asia. Journal of Business-to-Business Marketing, 25(1), 1-10.
Rodriguez, M. and Trainor, K. (2016). A Conceptual Model of the Drivers and Outcomes of Mobile CRM Application Adoption. Journal of Research in Interactive Marketing, 10(1), 67-84.
Rodriguez, M. and Yim, F. (2011). Utilisation of CRM and Its Impact on Sales Performance: A Study of Sales Professionals Working in a Virtual Environment. International Journal of Electronic Customer Relationship Management, 5(3/4), 203.
Schulz, M. (2001). The Uncertain Relevance of Newness: Organizational Learning and Knowledge Fows. Academy of Management Journal, 44 (4), 661-681.
Shahbaz, M., Gao, C., Zhai, L., Shahzad, F., Abbas, A. and Zahid, R. (2020). Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities. Complexity, 2020, 1-17.
Sheth, J. N., Sisodia, R. S. and Sharma, A. (2000). The Antecedents and Consequences of Customer- centric Marketing. Journal of the Academy of Marketing Science, 28 (1), 55-66.
Sin, L., Tse, A. and Yim, F. (2005). CRM: Conceptualization and Scale Development. European Jour- nal of Marketing, 39, 1264-1290.
Şenesen, Ü. (2007). İstatistik. İstanbul: Literatür Yayıncılık.
Tanner Jr., J. F., Ahearne, M., Leigh, T. W., Mason, C. H. and Moncrief, W. C. (2005). CRM in Sales- Intensive Organizations: A Review and Future Directions. Journal of Personal Selling & Sa- les Management, 25(2), 169-180.
Tseng, L. M. (2017). How Implicit Ethics Institutionalization Affects Ethical Selling Intention: The Case of Taiwan’s Life Insurance Salespeople. Journal of Business Ethics, 1-16.
Türkiye Sigorta Birliği (2020). Resmi İstatistikler. Retreived from: https://www.tsb.org.tr/resmi-is- tatistikler.aspx?pageID=909
Vandermerwe, S. (2004). Achieving Deep Customer Focus. MIT Sloan Management Review, 45(3), 26-34.
Venturini, W. T. and Benito, Ó. G. (2015). CRM Software Success: A Proposed Performance Measu- rement Scale. Journal of Knowledge Management, 19(4), 856-875.
Verbeke, W., Dietz, B. and Verwaal, E. (2010). Drivers of Sales Performance: A Contemporary Meta- analysis. Have Salespeople Become Knowledge Brokers? Journal of the Academy of Mar- keting Science, 39(3), 407-428.
Walker, O. C., Jr., Churchill, G. A., Jr. and Ford, N. M. (1977). Motivation and Performance in Indust- rial Selling: Present Knowledge and Needed Research. Journal of Marketing Research, 14(2), 156-168. Yim, F. H., Anderson, R. E. and Swaminathan, S. (2004). Customer Relationship Management: Its Dimensions and Effect on Customer Outcomes. Journal of Personal Selling & Sales Mana- gement, 24(4), 263-278.
Zallocco, R., Bolman Pullins, E. and Mallin, M. L. (2009). A Re-examination of B2B Sales Perfor- mance. Journal of Business & Industrial Marketing, 24(8), 598-610.