The relationship between customer orientation and job performance of real estate salespeople: mediating role of knowledge management

Abstract

After implementing Law on Real Estate trading 2006, the number of real estate service firms increase, as a result, the amount of real estate salespeople also rises significantly. However, due to the extremely competition, salespeople need to enhance competitiveness not only to satisfy the best customer service but also to pay more attention to knowledge management. This study considers customer orientation being an independent variable, sales performance to be a dependent variable, and knowledge management as a parameter to examine the mediating effect to the relationship between customer orientation and sales performance. Data were collected by survey method with real estate salespeople who have experience of more than two years working. The total of accepted responses was 200 being accounted for 74 percent. After that, all variables were analyzed by SPSS software 20.0 such as: reliability analysis, correlation, and regression analysis. The results convince that customer orientation and knowledge management are a positive and significant impact on sales performance. Moreover, knowledge management plays as a mediator in the relationship between customer orientation and sales performance.