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A Study of Selling Orientation and Customer Orientation of Life Insurance Agents in Ludhiana City

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Indian Journal of Economics and Development
Year : 2017, Volume : 13, Issue : 4
First page : ( 709) Last page : ( 714)
Print ISSN : 2277–5412. Online ISSN : 2322-0430.
Article DOI : 10.5958/2322-0430.2017.00234.7

A Study of Selling Orientation and Customer Orientation of Life Insurance Agents in Ludhiana City

Singh Rupinder Pal,  Sukhmani*

School of Business Studies, Punjab Agricultural University, Ludhiana-141 004

*Corresponding author’s email: sukhmani@pau.edu

Online published on 13 December, 2017.

Abstract

The study assessed the selling and customer orientation scores of life insurance agents through SOCO scale and further associated these scores with the demographic profile of life insurance agents. Primary data were collected from 100 randomly selected insurance agents through the use of a questionnaire. The gender, age, job profile and experience of agents were found to be significantly associated with selling orientation. Agents having an age of 35–50 years were found to explain significantly more variance in the selling orientation score as compared to agents having an age of 25–35 years and above 50 years. The determinants namely gender, job profile, and experience were found explain significantly more variance in the customer orientation score as compared to females.

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