The emerging roles of managers in influencing life insurance agents to perform customer-orientation behaviour
The issue of salespeople's customer-orientation behaviour has attracted the interest of both academic and business people. One major factor which has been increasingly discussed as a determining factor of salespeople's customerorientation behaviour is role perception, which consists of rol...
Saved in:
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Book Section |
| Language: | English |
| Published: |
Penerbit Universiti Utara Malaysia
2008
|
| Subjects: | |
| Online Access: | http://repo.uum.edu.my/4393/1/Nor_Azi.pdf http://repo.uum.edu.my/4393/ http://lintas.uum.edu.my:8080/elmu/index.jsp?module=webopac-l&action=fullDisplayRetriever.jsp&szMaterialNo=0000303950 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | The issue of salespeople's customer-orientation behaviour has attracted the interest of both academic and business people. One major factor which has been increasingly discussed as a determining factor of salespeople's customerorientation behaviour is role perception, which consists of role ambiguity and role conflict. In this study, the influence of these two factors on salespeople S
customer-orientation behaviour was examined. Data gathered from 445 life insurance agents were used to test the hypothesised relationships. The results supported the hypotheses that both rule ambiguity and role conflict
negatively affect salespeople to adopt customer-orientation behaviuur in their selling activities. The theoretical implications and managerial implications, particularly the important role of insurance managers in dealing with insurance agent's customer-orientation behaviour, of these findings are discussed. |
|---|