Customer-Orientation Behaviour: Antecedents And Its Impact On Sales Performance Of Life Insurance Agents
| dc.contributor.author | Mohd Noor, Nor Azila | |
| dc.date.accessioned | 2016-04-08T06:48:06Z | |
| dc.date.available | 2016-04-08T06:48:06Z | |
| dc.date.issued | 2005 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/1805 | |
| dc.subject | Insurance agents | en_US |
| dc.title | Customer-Orientation Behaviour: Antecedents And Its Impact On Sales Performance Of Life Insurance Agents | en_US |
| dc.type | Thesis | en_US |
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