Customer-Oriented Behavior of Life Insurance Agents: A Study for Vietnam

The customer-oriented topic is increasingly attracting academic and practical marketing research attention. In recent years, many companies have invested significant resources in programs to enhance the customer orientation of their employees when dealing with their customers (Stock and Hoyer, 2002) [21]. Salespersons are encouraged to implement customer-oriented behavior in their sales operations to enhance performance. In life insurance marketing, insurance agents are seen as marketing complex services. Today, customer expectations for product life insurance have changed. Customers expect life insurance agents to analyze individual and family needs before designing the most suitable policies. Much research has been done on customer-oriented behavior, but research in the insurance field still needs to be completed. Therefore, this study aimed to examine the association of factors, including organizational commitment, self-monitoring, and intrinsic motivation, on customer-oriented behavior of life insurance agents based on a research review. Research and provide policy implications for life insurers in Vietnam in the current context.