Abstract
This study examined the influence of life insurance agents' customer-oriented action research on aspects of agents' personal sales performance. In particular, the agent's performance is considered in terms of behavioral effectiveness and outcome performance. The research was conducted through interviews and surveys of insurance agents of life insurance businesses in Hanoi city, with 158 feedback forms received. Data collection is group processed through supporting software support SPSS and PLS-SEM. The study results show that customer-oriented behavior substantially impacts life insurance agents' behavioral performance more than outcome performance. At the same time, behavioral performance also plays a mediating role in providing the performance of customer-oriented behavior to the performance outcomes of life insurance agents. The research results are the basis for the authors to propose some key tips for life insurance businesses in the current context of Vietnam's insurance market.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: JOURNAL OF ECONOMICS, FINANCE AND MANAGEMENT STUDIES
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
