Individual factors that predict customer-orientation behaviour of Malaysian life insurance agents

Nor Azila Mohd Noor, and Azli Muhamad, (2005) Individual factors that predict customer-orientation behaviour of Malaysian life insurance agents. Jurnal Pengurusan, 24 . pp. 125-149. ISSN 0127-2713

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Abstract

The topic of customer-orientation has increasingly attracted interest in both academic marketing research and practice. One major factor which has been increasingly discussed as an important driver of a salespeople’s customerorientation is individual factor. In this study we examine the influence of three individual factors; namely, organizational commitment, self-monitoring and intrinsic motivation on salespeople customer-orientation behaviour. Data gathered from 445 life insurance agents were used to test the hypothesized relationship. The results suggest that organizational commitment and intrinsic motivation positively influence salespeople to perform customer-orientation behaviour in their selling activities. Self-monitoring however, was found to be unrelated to the adoption of customer-orientation behaviour. The academic and managerial implications of these findings are then discussed

Item Type:Article
Journal:Jurnal Pengurusan
ID Code:1765
Deposited By: Ms. Nor Ilya Othman
Deposited On:13 Jun 2011 03:04
Last Modified:14 Dec 2016 06:30

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