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...
| Main Authors: | , |
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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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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/14782/ |
| _version_ | 1848803574756147200 |
|---|---|
| author | Mohd Noor, Nor Azila Muhamad, Azli |
| author_facet | Mohd Noor, Nor Azila Muhamad, Azli |
| author_sort | Mohd Noor, Nor Azila |
| building | UiTM Institutional Repository |
| collection | Online Access |
| 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 |
| first_indexed | 2025-11-14T21:41:25Z |
| format | Article |
| id | uitm-14782 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:41:25Z |
| publishDate | 2006 |
| publisher | Unit of Research, Development and Commercialization (URDC), UiTM Perlis & University Publication Centre (UPENA) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-147822016-10-10T04:28:54Z https://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 jurnalintelek 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 https://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. (2006) Jurnal Intelek <https://ir.uitm.edu.my/view/publication/Jurnal_Intelek.html>, 4 (2). pp. 71-79. ISSN 2231-7716 |
| 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 |
| 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_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_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_sort | organizational factors as driver of salespeople customer-orientation behaviour: a look at malaysian life insurance agents / nor azila mohd noor and azli muhamad |
| topic | Malaysia Insurance business. Insurance management |
| url | https://ir.uitm.edu.my/id/eprint/14782/ |