The mediative role of self-efficacy perception in the effect of perceived power distance on communication skills: The case of medical sales representatives

Objective: Communication is an action that has been effective in every field since the existence of man. There are effective factors on communication that affect social life. Power distance perception, which is a cultural indicator of social structure, and selfefficacy belief, which is an indicator of the individual's belief in himself, are among these factors. The aim of this study is to determine the effect of power distance perception on communication skills and the mediating role of self-efficacy perception in this interaction. Materials and Methods: Using the survey technique, a quantitative research approach, data was collected from 181 medical sales representatives in the pharmaceutical marketing sector via a full enumeration method. After initial analyses, the remaining 179 datasets were used to test the hypotheses derived from the research model via Process Macro. Findings: The findings indicate that power distance perception positively influences both communication skills and self-efficacy. Furthermore, it was determined that self-efficacy has a positive effect on communication skills and plays a mediating role in the relationship between power distance perception and communication skills. Results: When evaluated within cultural and sectoral contexts, the research findings suggest that a high perception of power distance increases individuals' selfefficacy levels due to their respect for authority and tendency to conform.