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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Format: | Article |
Language: | English |
Published: |
Unit of Research, Development and Commercialization (URDC), UiTM Perlis & University Publication Centre (UPENA),
2006.
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Online Access: | Get fulltext View Fulltext in UiTM IR |
LEADER | 01956 am a22001813u 4500 | ||
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001 | 14782 | ||
042 | |a dc | ||
100 | 1 | 0 | |a Mohd Noor, Nor Azila |e author |
700 | 1 | 0 | |a Muhamad, Azli |e author |
245 | 0 | 0 | |a Organizational factors as driver of salespeople customer-orientation behaviour: A look at Malaysian life insurance agents / Nor Azila Mohd Noor and Azli Muhamad |
260 | |b Unit of Research, Development and Commercialization (URDC), UiTM Perlis & University Publication Centre (UPENA), |c 2006. | ||
856 | |z Get fulltext |u https://ir.uitm.edu.my/id/eprint/14782/1/AJ_NOR%20AZILA%20MOHD%20NOOR%20JI%2006.pdf | ||
856 | |z View Fulltext in UiTM IR |u https://ir.uitm.edu.my/id/eprint/14782/ | ||
520 | |a 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 | ||
546 | |a en | ||
650 | 0 | 4 | |a Malaysia |
650 | 0 | 4 | |a Insurance business. Insurance management |
655 | 7 | |a Article |