Customer-Orientation Behaviour: Antecedents And Its Impact On Sales Performance Of Life Insurance Agents
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Date
2005
Authors
Mohd Noor, Nor Azila
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Abstract
Customer-orientation behaviour, which refers to the degree to which
salespeople practice the marketing concept by trying to help their customers
make purchase decisions that will satisfy customers' needs and satisfaction
has been acknowledged as an important characteristics of high performers.
This study examined the relationship between customer-orientation behaviour
and salespeople's performance. This study also investigated the influence of
organizational, role and personal-related factors on customer-orientation
behaviour of the salespeople. A total of 445 full-time insurance agents
. working in Malaysian insurance companies participated in this study by
voluntarily completing the survey questionnaire. The study results indicated
that customer-orientation behaviour has a positive influence on sales agent's
annual income and subjective performance rating. Four major antecedent
factors were found to have significant influence on customer-orientation
behaviour, that is top management emphasis on customer-orientation,
intrinsic motivation, role ambiguity and role conflict. Theoretical and practical
implications of the study as well as suggestions for future research were
discussed.
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Keywords
Insurance agents