Organizational factors as driver of salespeople customer-orientation behaviour: A look at Malaysian life insurance agents / Nor Azila Mohd Noor and Azli Muhamad

Customer-orientation behaviour, defined as a selling behaviour in which salespeople assist customers to satisfy their long-term wants and is undeniably important in today's selling environment. However, a complete understanding of the process and its antecedents is presently lacking and has rec...

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Main Authors:	Mohd Noor, Nor Azila, Muhamad, Azli
Format:	Article
Language:	English
Published:	Unit of Research, Development and Commercialization (URDC), UiTM Perlis & University Publication Centre (UPENA) 2006
Subjects:	Malaysia Insurance business. Insurance management
Online Access:	http://ir.uitm.edu.my/id/eprint/14782/ http://ir.uitm.edu.my/id/eprint/14782/1/AJ_NOR%20AZILA%20MOHD%20NOOR%20JI%2006.pdf

id	uitm-14782
recordtype	eprints
spelling	uitm-147822016-10-10T04:28:54Z http://ir.uitm.edu.my/id/eprint/14782/ Organizational factors as driver of salespeople customer-orientation behaviour: A look at Malaysian life insurance agents / Nor Azila Mohd Noor and Azli Muhamad Mohd Noor, Nor Azila Muhamad, Azli Malaysia Insurance business. Insurance management Customer-orientation behaviour, defined as a selling behaviour in which salespeople assist customers to satisfy their long-term wants and is undeniably important in today's selling environment. However, a complete understanding of the process and its antecedents is presently lacking and has received relatively little attention from marketers. This study seeks to identify the impact of three organizational-related factors on customer orientation behaviour, that is, the firm's degree of market-orientation, top management emphasis on customer-orientation, and a supportive work environment. Hypothesized relationships were tested using survey responses from a sample of 445 life insurance agents in Malaysia. The results suggest that top management emphasis positively influences insurance agents customer-orientation behaviour. It was also found that the firm's degree of market-orientation and customer-orientation behaviour is positively related. A supportive work environment was found to be unrelated to the adoption of customer-orientation behaviour. The results are compared with earlier findings and implications for further research are discussed Unit of Research, Development and Commercialization (URDC), UiTM Perlis & University Publication Centre (UPENA) 2006 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/14782/1/AJ_NOR%20AZILA%20MOHD%20NOOR%20JI%2006.pdf Mohd Noor, Nor Azila and Muhamad, Azli (2006) Organizational factors as driver of salespeople customer-orientation behaviour: A look at Malaysian life insurance agents / Nor Azila Mohd Noor and Azli Muhamad. Jurnal Intelek, 4 (2). pp. 71-79. ISSN 2231-7716
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Malaysia Insurance business. Insurance management
spellingShingle	Malaysia Insurance business. Insurance management Mohd Noor, Nor Azila Muhamad, Azli Organizational factors as driver of salespeople customer-orientation behaviour: A look at Malaysian life insurance agents / Nor Azila Mohd Noor and Azli Muhamad
description	Customer-orientation behaviour, defined as a selling behaviour in which salespeople assist customers to satisfy their long-term wants and is undeniably important in today's selling environment. However, a complete understanding of the process and its antecedents is presently lacking and has received relatively little attention from marketers. This study seeks to identify the impact of three organizational-related factors on customer orientation behaviour, that is, the firm's degree of market-orientation, top management emphasis on customer-orientation, and a supportive work environment. Hypothesized relationships were tested using survey responses from a sample of 445 life insurance agents in Malaysia. The results suggest that top management emphasis positively influences insurance agents customer-orientation behaviour. It was also found that the firm's degree of market-orientation and customer-orientation behaviour is positively related. A supportive work environment was found to be unrelated to the adoption of customer-orientation behaviour. The results are compared with earlier findings and implications for further research are discussed
format	Article
author	Mohd Noor, Nor Azila Muhamad, Azli
author_facet	Mohd Noor, Nor Azila Muhamad, Azli
author_sort	Mohd Noor, Nor Azila
title	Organizational factors as driver of salespeople customer-orientation behaviour: A look at Malaysian life insurance agents / Nor Azila Mohd Noor and Azli Muhamad
title_short	Organizational factors as driver of salespeople customer-orientation behaviour: A look at Malaysian life insurance agents / Nor Azila Mohd Noor and Azli Muhamad
title_full	Organizational factors as driver of salespeople customer-orientation behaviour: A look at Malaysian life insurance agents / Nor Azila Mohd Noor and Azli Muhamad
title_fullStr	Organizational factors as driver of salespeople customer-orientation behaviour: A look at Malaysian life insurance agents / Nor Azila Mohd Noor and Azli Muhamad
title_full_unstemmed	Organizational factors as driver of salespeople customer-orientation behaviour: A look at Malaysian life insurance agents / Nor Azila Mohd Noor and Azli Muhamad
title_sort	organizational factors as driver of salespeople customer-orientation behaviour: a look at malaysian life insurance agents / nor azila mohd noor and azli muhamad
publisher	Unit of Research, Development and Commercialization (URDC), UiTM Perlis & University Publication Centre (UPENA)
publishDate	2006
url	http://ir.uitm.edu.my/id/eprint/14782/ http://ir.uitm.edu.my/id/eprint/14782/1/AJ_NOR%20AZILA%20MOHD%20NOOR%20JI%2006.pdf
first_indexed	2023-09-18T22:52:23Z
last_indexed	2023-09-18T22:52:23Z
_version_	1777417630527782912

Organizational factors as driver of salespeople customer-orientation behaviour: A look at Malaysian life insurance agents / Nor Azila Mohd Noor and Azli Muhamad

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