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http://dx.doi.org/10.5392/JKCA.2021.21.11.543

Effects of Marketing-Sales-Interface Capability on Sales Performance for Medical Representative in Pharmaceutical Company  

Kim, Eung-Jun (성균관대학교 제약산업학과)
Lee, Sang-Won (성균관대학교 약학대학)
Publication Information
The Journal of the Korea Contents Association / v.21, no.11, 2021 , pp. 543-552 More about this Journal
Abstract
Marketing-Sales-Interface(MSI) capabilities are known to have a positive impact on sales performance as pharmaceutical salespersons's ability to more effectively communicate their knowledge and experience in the market with internal resources in the organization. This study was conducted to analyze the mediating effect of pharmaceutical salespersons marketing-sales-interface (MSI) ability on sales performance through job satisfaction. Salespersons from five pharmaceutical companies nationwide were studied, and the survey was carried out for about a week from April 15 to April 23, 2021, and a total of 257 questionnaires were used for the final analysis. The main analysis result of this research is that, first, the MSI capabilities that pharmaceutical salespersons perceive showed a statistically significant positive (+) impact on job satisfaction and sales performance. Also, the MSI capabilities that pharmaceutical salespersons perceive had a statistically significant positive (+) impact on sales performance by mediating job satisfaction. The analysis results suggest the importance of MSI capability and job satisfaction for improving the sales performance of pharmaceutical salespersons. This study aims to come up with measures and provide baseline data related to salesperson management by paying attention to the mediating effects of job satisfaction on the impact of MSI on sales performance.
Keywords
Medical Representative; Marketing-Sales-Interface; Job Satisfaction; Sales Performance;
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