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

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.