Factors enhancing the intentions of employees toward customer‐oriented behaviors

Purpose – The purpose of this paper is to analyze integrally the effect of factors, such as management behavior, organizational climate, and self‐efficacy, on shaping the customer‐oriented behavior of employees, and verify the assumptions based on the linear multivariate statistical analysis and non‐linear fuzzy neural network model. Design/methodology/approach – The top‐five life insurance companies (based on the percentage of market share) in Taiwan were selected as the population, to verify the assumptions based on the linear multivariate statistical analysis and non‐linear fuzzy neural network model. Findings – The results showed that managers who emphasize self‐efficacy are more inclined to customer‐oriented behavior under intrinsic motivation than extrinsic motivation, and both the self‐efficacy and organizational climate have positive and significant effects on the customer‐oriented behavior of employees. Research limitations/implications – The empirical data relevant to the self‐efficacy and organizational climate of this study are acquired transversely and may not actually reflect the experience and perception of interviewees. The results of this empirical study are inferred from questionnaires returned by the sales managers of five life insurance companies. Since the representativeness of the samples is inadequate, the generality, expandability, and persuasiveness of the result need to be enhanced. Practical implications – This study confirms that internal marketing must be executed successfully to ensure satisfactory performance of external marketing, and the creation of good organizational climate is especially important. Originality/value – The empirical analysis in this paper reveals that obedience, interpersonal relationships, comity, patience, and being contented are all aspects of value orientation. This paper offers practical help to managers to provide subordinate professional training.