THE INFLUENCE OF CUSTOMER ORIENTATION AND SERVICE ORIENTATION ON SALESPERSON PERFORMANCE AT PT ASURANSI TAKAFUL KELUARGA

Abstract

This research was premised on the observation of customers who seemed to fluctuate in their numbers due to the assumption that the salespersons were not performing well. The study seeks to explore how customer orientation and service orientation affects the performance of salespersons at the PT Asuransi Takaful Keluarga Bandung Marketing Office, adjusting for both factors and individually. A quantitative research method was used in this study with an associative approach as the focus for the performance of the salespersons. The data for the study was collected through observations, interviews, literature review, and questionnaires. A sample of 34 was studied where saturated sampling was used in the population under study. The findings indicated that customer orientation had a positive significant effect on salesperson performance as 68.2% of the respondents agreed; service orientation on the other hand had a significant impact on salesperson performance as 55.7% of the respondents agreed, and lastly, customer and service orientation positively influenced the performance of the salespersons at PT Asuransi Takaful Keluarga Bandung Marketing Office at 71.2%.