The Effect of Product Knowledge on Salesperson Performance with the moderating role of Attitude

Abstract

This Study investigate The Effect of Product Knowledge on salesperson Performance with the moderating Role of Attitude. Amout of 65 from 72 questionnaires are considered valid for further analysis. Data analysis used Partial Least Square (PLS) with the smartPLS software version 3.0. Data analysis was performed to assess the measurement model and the inner model. The result revealed that one hypothesis was supported and the other one was not supported. Product knowledge influence the salesperson performance while attitude did not moderate the influence of product knowledge on the salesperson performance. This result of study enhances the insight of the sales manager that attitude did not moderate the salesperson performance. Manager needs to review the training of the salesperson in order the attitude contribute to the salesperson performance.