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Faktor penentu terhadap etika tingkah laku ejen Takaful disederhanakan oleh orientasi pelanggan

Nor Aziza, Abdul Aziz (2016) Faktor penentu terhadap etika tingkah laku ejen Takaful disederhanakan oleh orientasi pelanggan. PhD. thesis, Universiti Utara Malaysia.

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Abstract

This research examined the determinants of ethical behavior among family takaful agents in Malaysia. This study directly investigated the relationship between idealism, relativism, sales pressure, ethical sales climate, competitive intensity, and peer influence on the ethical behavior of family takaful agents in Malaysia. Customer orientation was investigated as the moderator to predict the independent variable of ethical behavior. Data collection involved the distribution of questionnaires. Only 169 questionnaires were considered suitable to be analyzed further, with the response rate of 32 percent. The Defining Issues Test (DIT) was applied to measure ethical behavior. The finding shows that 55.5, 39.6, and 4.7 percent of the respondents are at the level of pre- conventional, conventional, and post conventional respectively. All the independent variables manipulated in the study have the positive possibility to influence ethical behavior except idealism and relativism which cannot be proven to have relationships with ethical behavior. The study has successfully proven that sales pressure, ethical sales climate, competitive intensity, and peer influence are significantly correlated to ethical behavior. Regression testing shows that prediction facts on ethical behavior produce the value R2 of 63.2 percent. The study has proven that customer orientation can moderate sales pressure and ethical sales climate towards achieving positive ethical behavior. This indicates the formation of a research framework which is underpinned by the Theory of Marketing Ethics, and the Moral Cognitive Development Theory provides a favorable impact on the outcome of the investigation. Besides, the study also contributes to existing literature which focuses on the development of moral cognitive development. Other than that, it gives some implication to the maturity of the potential agents who confront ethical dilemma in the sales environment. Lastly, detailed implications of the theory and practices as well as suggestions for future study are also discussed.

Item Type: Thesis (PhD.)
Uncontrolled Keywords: Ethical sales behavior, family takaful agent, ethical ideology, customer orientation.
Subjects: H Social Sciences > HF Commerce. > HF5001-6182 Business
H Social Sciences > HF Commerce. > HF5415.33 Consumer Behavior.
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Mr. Badrulsaman Hamid
Date Deposited: 23 May 2019 00:49
Last Modified: 23 May 2019 00:49
URI: http://etd.uum.edu.my/id/eprint/7178

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