Customer Orientation, Social Values And Reward System On Performance Of Life Insurance Agents
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Date
1999-05
Authors
Hon Tat, Muhahuam
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Abstract
This research seeks to examine the relationship between customer-oriented selling
behavior and social values on the performance of life insurance agents.
Questionnaires developed by Saxe and Weitz (1982), that is SOCO scale was used to
examine customer-oriented selling behavior, while List of Values (LOV) (Kahle,
1983) was used to examine social values. ~egression analysis shows that social values
has no impact on the enhancement of performance of agents. But customer-oriented
selling behavior has shown a positive relationship with the performance of agents.
This research also determines whether ( 1) perception of type of reward given by the
life insurers and (2) frequency of receiving rewards by the agents; have any impact on
the relationship mentioned. As a whole, perception of type of reward given by life
insurer has no interaction impact with the relationship mentioned above. But
frequency of receiving any rewards by the agent has found to have an additional
impact on the relationship between customer-oriented selling behavior with
performance.
The above results imply that the local life insurance agents must have customeroriented
selling behavior in order to enhance their performance. While, life insurers in
Malaysia must continually have various types of contest in order to enable their
agents to have a chance to receive any rewards given by them because the frequency
of receiving any rewards by the agents will boost the agents to a higher level of
performance.
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Keywords
Customer Orientation , Social Values , Reward System , Life Insurance