THE PREDICTIVE MODEL OF RELATIONSHIP BETWEEN ROLE STRESS, PERSONALITY, AND SALES PERFORMANCE IN SERVICES MARKETING

Personal selling as a promotional activity has its own characteristics in its approach, which provides services that satisfy consumers in a more personal way. A salesperson is the primary contact point for the customer both before and after the purchase. Under these conditions, the salesperson controls the level of service quality delivered and is overwhelmed with enormous responsibilities in conveying service offerings. Salespeople involved in the marketing of complex services often perform the role of “relationship manager”. On the other hand he or she is expected to reach the sales target, which is sometimes conflicted to the other roles. To be able to cope with an increasingly demanding competitive market, the company needs a professional sales force, who is capable of producing a good performance. Sales performance research over the last 70 years has been characterized by various attempts to link sets of constructs to the overall performance of the selling activity.The purpose of this research is to investigate a predictive model of relationships between role stress, personality, and job performance. Personality in question are job satisfaction, self-efficacy, and emotional intelligence. Data retrieved using survey and interview methods, and the relationship between research variables tested by using analysis of Structural Equation Modeling (SEM) based on the variance component or partial least square (PLS). Questionaire was filled by 114 agents of a life insurance company operating in East Java. From 9 hypotheses proposed, it was found that there were two significant relationships, i.e the relationship between role ambiguity and self-efficacy and the relationship between role ambiguity and emotional intelligence