A Study of A Measure of the Customer Orientation of Life Insurance Agent in Taiwan

• Main Authors: Lu Ming Tseng, 曾鹿鳴
• Other Authors: 康裕民
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/3jfcwv

碩士 === 逢甲大學 === 保險學系 === 90 === Customer orientation selling is a way of doing business on the part of salespeople. The term refers to the degree to which salespeople practice the marketing concept by trying to help their customer to make decision and satisfy customer needs. The purpose of this study is measure the degree of the customer orientation of salespeople. This study tries to study the salespeople of the life insurance company in Taiwan and verify the relationship between the degree of customer orientation of salespeople and behavior of salespeople and customer reaction. In addition, this study not only tries to test if salespeople of life insurance company feel higher degree of job satisfaction about using of customer orientation concept but also test if they have higher degree of perform with higher degree of customer orientation. Another purpose of this research is trying to construct a customer orientation scale to fit life insurance corporations in Taiwan.