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 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

Abstract

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

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Metadata

Item Type: Article
Creators:
CreatorsID Num.
Mohd Noor, Nor AzilaUNSPECIFIED
Muhamad, AzliUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Customer services. Customer relations > Malaysia
H Social Sciences > HG Finance > Insurance > Insurance business. Insurance management
Divisions: Universiti Teknologi MARA, Perlis > Arau Campus > Unit of Research, Development and Commercialization (URDC) (R)
Journal or Publication Title: Jurnal Intelek
ISSN: 2231-7716
Volume: 4
Number: 2
Page Range: pp. 71-79
Item ID: 14782
Uncontrolled Keywords: Customer-orientation behaviour; Selling behaviour; Market-orientation and customer-orientation behaviour
URI: http://ir.uitm.edu.my/id/eprint/14782

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