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This study examines factors influencing customer information quality and salesperson performance. Data collected were 450 salespersons in the field of small and medium enterprises. The analysis used is structural equation modeling (SEM). Then, the data were analyzed using Amos version 21 software. The results indicate that customer information quality creates a linkage between adaptive selling and salesperson performance. In addition, communication ability and trustworthiness have a significant positive effect on salesperson performance. Further discussion, limitations and direction for future research are also discussed in this study.

The Important Role of Customer Information Quality on Salesperson Performance