Unraveling the drivers of self-directed learning behavior in insurance customer service representatives (CSR) in guangdong, China: A TPB perspective Lin Junxiu1,*, Shi Yujie2 1La Consolacion University Philippines 2URTRUST Insurance Co. Ltd., Guangzhou, Guangzhou, 510000, China *Corresponding Author: Junxiu Lin; Email: lamastrix06@gmail.com
Online Published on 22 February, 2024. Abstract As society progresses, customer service personnel face increasing market demands, necessitating continuous self-directed learning to enhance their service capabilities and meet evolving customer expectations. Proactive self-learning enables customer service personnel to adapt to industry trends, refine skills, and meet personalized customer needs for organizational success. This study aims to investigate the influencing factors of customer service agents self-directed learning behavior by applying the Theory of Planned Behavior (TPB) and utilizing Structural Equation Modeling (SEM) for statistical analysis. In addition, the study explores the potential impact of goal setting as an additional factor to enhance the explanatory power of the proposed model. A sample of customer service agents from the targeted company was surveyed to gather data on their self-directed learning behavior, behavior intention, attitudes, subjective norms, perceived behavioral control, and goal-setting practices. The results revealed significant relationships between the TPB constructs and self-directed learning behavior, supporting the applicability of the theory in explaining the factors that influence learning autonomy in this context. Furthermore, the inclusion of goal setting as an additional factor demonstrated improved explanatory power in the model. The findings provide valuable insights for organizations seeking to enhance their customer service agents self-directed learning ability by considering the intention, attitudes, subjective norms, perceived behavioral control, and goal-setting practices within their training and development programs. The study discusses practical implications, recommendations for future research, and highlights avenues for further exploration. Top Keywords Self-directed Learning Behavior, Theory of Planned Behavior, Goal Setting, Structural Equation Modeling, Customer Service Agents. Top |