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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/14782/1/AJ_NOR%20AZILA%20MOHD%20NOOR%20JI%2006.pdf
http://ir.uitm.edu.my/id/eprint/14782/
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spelling my.uitm.ir.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
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
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/14782/1/AJ_NOR%20AZILA%20MOHD%20NOOR%20JI%2006.pdf
http://ir.uitm.edu.my/id/eprint/14782/
_version_ 1685648568304533504
score 13.211869

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