The impact of job engagement, self-efficacy, and service climate on each other, and on the customer- oriented behavior of life insurance salesforce

Markets stepping into competition over the more recent decades has made numerous changes in the marketing and sales in such a way that customer and its needs, wants, interests and “customer appreciation” to sum up, turns out increasingly to be in a focal point of attention by businesses. Therefore, to raise the level of customer-oriented behavior among the life-insurance salesforce who are expected to introduce the product to their prospects besides the selling job, is capable of being highly effective on their performance. This research is an applied one by its nature, being a type of survey in terms of collecting its data, and considered to be rather explanatory correlative study. The professional salespeople of some 6 private insurance firms serve as the research population, out of which 120 played the role of the sample being picked up in a proportionatestratification sampling. To test the hypotheses a SEM model was developed in LISREL and SPSS softwares to examine the data collected by questionnaire. Findings suggest employees’ job engagement, their self-efficacy, and a positive service climate positively influence the salespeople’customer–oriented behavior. The mediating role of salespeople’self-efficacy in the relationship between job engagement and customer–oriented behavior was approved, as the same role of job engagement in the relationship between service climate and customer–oriented behavior received enough support too. However, the salespeople’ self-efficacy was not approved to have a mediating role in the in the relationship between service climate and salespeople’ customer–oriented behavior.