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

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.

The impact of war on insurer safety: a contingent claim model analysis

“…Secondly, insurers often evaluate their performance relative to their peers based on safety considerations (Gatzert 2008). Lastly, insurer safety provides critical information for rating agencies, regulators, investors, and other stakeholders involved in the insurance industry (e.g., Brachetta and Ceci 2020, in reinsurance under partial information; Peng et al 2021, in inside information; Pan et al 2023, in online insurance marketing).…”