Purpose Studies have shown that customer orientation has a substantial impact on a business's success. This study examines the effects of positive personality on salespeople's proactive customer orientation (PCO) and responsive customer orientation (RCO) by incorporating the effects of job...

Purpose Sexual harassment is often the result of the abuse of power by perpetrators over victims. This study investigated the effects of customer reward power, customer coercive power, perceived behavioral control (PBC), and personal factors on full-time life insurance salespeople's intentions...

Purpose: Life insurance salespeople are hired to pursue the best interests of life insurers on the one hand, the salespeople are also expected to pursue the best interests of customers on the other hand. However, the best interests of life insurers are not necessarily consistent with the best...

Purpose: For the financial service industry, company–customer conflict is a topic that deserves special attention. This study explores the impacts of ethics institutionalization on the life insurance agents' ethical decision-making under the company–customer conflicts....

Purpose: The purpose of this paper is to explore the role of commercial long-term care insurance (LTCI) in long-term care (LTC) services, and to elucidate the mediating roles of service quality and relationship satisfaction in the relationship between customization and loyalty. In addition,...

Purpose: Financial service workers’ etiquette and creativity have been less mentioned in the research on bank marketing. The purpose of this paper is to examine the mediating effects of financial service workers’ etiquette and creativity on the relationship between customer orientation and...

Purpose: The purpose of this paper is to examine customers’ ethical attitudes (EA) and intentions toward two types of insurance frauds. This study proposes that the factors, such as fraud types (i.e. opportunistic and planned insurance fraud), moral intensity and fairness perception (FP), can...