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


Mohd Noor, Nor Azila and Muhamad, Azli (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
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Prof. Madya Dr. Nor Azila Mohd Nor
Date Deposited: 26 Jan 2017 01:06
Last Modified: 26 Jan 2017 01:06
URI: http://repo.uum.edu.my/id/eprint/20743

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