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...

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Main Authors:	Nor Azila Mohd Noor, Azli Muhamad
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2005
Online Access:	http://journalarticle.ukm.my/1765/ http://journalarticle.ukm.my/1765/ http://journalarticle.ukm.my/1765/1/Jp24-06.pdf

id	ukm-1765
recordtype	eprints
spelling	ukm-17652016-12-14T06:30:11Z http://journalarticle.ukm.my/1765/ Individual factors that predict customer-orientation behaviour of Malaysian life insurance agents Nor Azila Mohd Noor, Azli Muhamad, 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 Penerbit Universiti Kebangsaan Malaysia 2005-07 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/1765/1/Jp24-06.pdf Nor Azila Mohd Noor, and Azli Muhamad, (2005) Individual factors that predict customer-orientation behaviour of Malaysian life insurance agents. Jurnal Pengurusan, 24 . pp. 125-149. ISSN 0127-2713 http://www.ukm.my/penerbit/jurus.htm
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
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
format	Article
author	Nor Azila Mohd Noor, Azli Muhamad,
spellingShingle	Nor Azila Mohd Noor, Azli Muhamad, Individual factors that predict customer-orientation behaviour of Malaysian life insurance agents
author_facet	Nor Azila Mohd Noor, Azli Muhamad,
author_sort	Nor Azila Mohd Noor,
title	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_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_sort	individual factors that predict customer-orientation behaviour of malaysian life insurance agents
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2005
url	http://journalarticle.ukm.my/1765/ http://journalarticle.ukm.my/1765/ http://journalarticle.ukm.my/1765/1/Jp24-06.pdf
first_indexed	2023-09-18T19:34:16Z
last_indexed	2023-09-18T19:34:16Z
_version_	1777405165488308224

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

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