Individual factors that predict customer-orientation behaviour of Malaysian life insurance agents
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 t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Universiti Kebangsaan Malaysia
2005
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/20743/1/JP%2024%202005%20125%20149.pdf |
| _version_ | 1825804428212436992 |
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| author | Mohd Noor, Nor Azila Muhamad, Azli |
| author_facet | Mohd Noor, Nor Azila Muhamad, Azli |
| author_sort | Mohd Noor, Nor Azila |
| collection | UUM |
| description | 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. |
| first_indexed | 2024-07-04T06:14:21Z |
| format | Article |
| id | uum-20743 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:14:21Z |
| publishDate | 2005 |
| publisher | Universiti Kebangsaan Malaysia |
| record_format | eprints |
| spelling | uum-207432017-01-26T01:06:44Z https://repo.uum.edu.my/id/eprint/20743/ Individual factors that predict customer-orientation behaviour of Malaysian life insurance agents Mohd Noor, Nor Azila Muhamad, Azli HD28 Management. Industrial Management 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. Universiti Kebangsaan Malaysia 2005 Article PeerReviewed application/pdf en cc_by https://repo.uum.edu.my/id/eprint/20743/1/JP%2024%202005%20125%20149.pdf 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 http://ejournals.ukm.my/pengurusan/article/view/1458 |
| spellingShingle | HD28 Management. Industrial Management Mohd Noor, Nor Azila Muhamad, Azli Individual factors that predict customer-orientation behaviour of Malaysian life insurance agents |
| title | Individual factors that predict customer-orientation behaviour of Malaysian life insurance agents |
| title_full | Individual factors that predict customer-orientation behaviour of Malaysian life insurance agents |
| title_fullStr | Individual factors that predict customer-orientation behaviour of Malaysian life insurance agents |
| title_full_unstemmed | Individual factors that predict customer-orientation behaviour of Malaysian life insurance agents |
| title_short | Individual factors that predict customer-orientation behaviour of Malaysian life insurance agents |
| title_sort | individual factors that predict customer orientation behaviour of malaysian life insurance agents |
| topic | HD28 Management. Industrial Management |
| url | https://repo.uum.edu.my/id/eprint/20743/1/JP%2024%202005%20125%20149.pdf |
| work_keys_str_mv | AT mohdnoornorazila individualfactorsthatpredictcustomerorientationbehaviourofmalaysianlifeinsuranceagents AT muhamadazli individualfactorsthatpredictcustomerorientationbehaviourofmalaysianlifeinsuranceagents |