Effects of Customer-Orientation Behavior on the Performance of Personal Insurance Agents: A Study for Life Insurance in Vietnam

This study's purpose is to evaluate and investigate aspects of the life insurance agent performance in the current times. The study was conducted in life insurance companies in Vietnam through online questionnaires. The data collected from the study were processed using SPSS analysis software. Through quantitative survey research using a convenient sampling sample with a small survey including 196 agents currently working for life insurance companies in Vietnam, this study used statistical tools, Cronbach's alpha analysis, factor analysis, and correlations analysis. Research results have shown that there is a positive association between adaptive sales and customer-oriented behavior on the performance of life insurance agents.