Customer Orientation, Social Values And Reward System On Performance Of Life Insurance Agents

• Main Author: Hon Tat, Muhahuam
• Format: Thesis
• Language: English
• Published: 1999
• Subjects: RS1-441 Pharmacy and materia medica
• Online Access: http://eprints.usm.my/29655/1/CUSTOMER_ORIENTATION%2C_SOCIAL_VALUES_AND_REWARD_SYSTEM_ON_PERFORMANCE_OF_LIFE_INSURANCE_AGENTS_%28REPOSITORIES%29.pdf; http://eprints.usm.my/29655/

Penyelidikan ini bertujuan untuk meninjau perhubungan di antara kelakuan jualan berorientasikan pelanggan dan nilai sosial terhadap prestasi ejen insuran nyawa. Soal selidik yang dibentuk oleh Saxe dan Weitz (1982), iaitu Skala SOCO digunakan untuk meninjau kelakuan jualan berorientasikan pelanggan, manakala List of Values (LOV) (Kahle, 1983) digunakan untuk meninjau nilai so sial. Analisis Regresi telah menunjukkan nilai sosial tidak memberi kesan ke atas peningkatan prestasi ejen. T eta pi kelakuan jualan 'beorientasikan pelanggan telah menunjukkan perhubungan positif dengan prestasi ejen. Penyelidikan ini juga menentukan sa rna ada ( 1) tanggapan jenis ganjaran yang diberi oleh syarikat insuran nyawa dan (2) kekerapan penerimaan jenis ganjaran oleh ejen; mempunyai sebarang kesan ke atas perhubungan tersebut. Secara keseluruhan, tanggapan jenis ganjaran yang diberi oleh syarikat insuran nyawa tidak memberi interaksi yang berkesan dengan perhubungan di atas. Tetapi kekerapan penerimaan sebarang jenis ganjaran olen ejen didapati mempunyai kesan tambahan ke atas perhubungan di antara kelakuan jualan berorientasikan pelanggan dengail prestasi. This research seeks to examine the relationship between customer-oriented selling behavior and social values on the performance of life insurance agents. Questionnaires developed by Saxe and Weitz (1982), that is SOCO scale was used to examine customer-oriented selling behavior, while List of Values (LOV) (Kahle, 1983) was used to examine social values. ~egression analysis shows that social values has no impact on the enhancement of performance of agents. But customer-oriented selling behavior has shown a positive relationship with the performance of agents. This research also determines whether ( 1) perception of type of reward given by the life insurers and (2) frequency of receiving rewards by the agents; have any impact on the relationship mentioned. As a whole, perception of type of reward given by life insurer has no interaction impact with the relationship mentioned above. But frequency of receiving any rewards by the agent has found to have an additional impact on the relationship between customer-oriented selling behavior with performance.