Leadership behavior and performance: A case study of Takaful representatives in Malaysia

Mohamad Abdul Hamid
2012 African Journal of Business Management  
This study aims to examine leadership behavior among Takaful agents or representatives on the performance of Takaful industry in Malaysia. Current technological developments have changed the pattern of distribution and marketing system of Takaful products. Takaful operators still appoint an agent to attract and convince customers of Takaful products. An agent should have a strong selfconfidence to be a representative, high communication skill (persuasiveness), understand what to do (initiating
more » ... tructure), comprehend customer needs, meet customer demands (consideration) and so forth. In this study, Takaful agents have been surveyed regarding their leadership behavior. Initiating structure, consideration, representation and persuasiveness were found to be positively related to the performance of Takaful industry in Malaysia. These findings may help all parties, which are related to Takaful industry, that is, regulators such as Bank Negara, agencies and agents himself can play the role in enhancing the performance among Takaful agents for Takaful industry in Malaysia.
doi:10.5897/ajbm11.1874 fatcat:jbei4xikybdtffuf2sffaznrba