E ISSN: 2583-049X

International Journal of Advanced Multidisciplinary Research and Studies

Volume 3, Issue 3, 2023

The Effect of Personal Factors on the Customer-Orientation Behavior of Life Insurance Agents: A Study for Vietnam

Author(s): Thuy Dung Do, Thi Lien Ngo, Thi Hoa Ngoc Nguyen


The main objective of this study is to identify, evaluate, and analyze the customer-oriented behavior of agents in life insurance. Previous studies have examined the influence of factors on customer-oriented behavior, but demographic characteristics have yet to receive much attention. Through quantitative survey research using a convenient sampling sample with a small survey including 147 agents currently working for life insurance companies in Vietnam, this study used statistical tools, Cronbach's alpha analysis, factor analysis, and ANOVA analysis. Research results show no difference in customer-oriented behavior in different gender groups, but agents' ages, education levels, and working seniority are markedly different. The research results suggest some implications for life insurance companies to increase the performance of life insurance agents in the current context.

Keywords: Customer Orientation, Agency, Life Insurance, Vietnam

Pages: 906-911

Download Full Article: Click Here