Manuscript Title:

PERSONAL CULTURAL ORIENTATION AMONG MARKETING EMPLOYEES OF FINANCIAL SERVICE COMPANIES

Author:

ANSA SAVAD SALIM, ZAFRUL ALLAM

DOI Number:

DOI:10.17605/OSF.IO/V6YR5

Published : 2022-02-23

About the author(s)

1. ANSA SAVAD SALIM - Management & Marketing Department, College of Business Administration, University of Bahrain, Kingdom of Bahrain.
2. ZAFRUL ALLAM - Assistant Professor, Department of Management & Marketing, College of Business Administration, University of Bahrain, Kingdom of Bahrain.

Full Text : PDF

Abstract

This study is trying to find out the interconnections between a few aspects of personal cultural orientations among the employees of Financial Service Companies. Personal Cultural orientation is related to cultural values like competence, achievement, individualism, autonomy etc. The purpose of this study is mainly to examine the relationship between risk aversion, prudence, and consumer innovativeness among the marketing employees of financial services companies based in the Sultanate of Oman. Personal cultural orientation is a major aspect that could benefit both employees and the organization towards productivity. The current research was conducted among 322 marketing employees, and the data collected was analyzed using descriptive and inferential statistical methods. The major finding of this study revealed a viable relationship between consumer innovativeness with prudence and risk aversion. Omani nationals and expatriates were found to be significantly different on risk aversion and consumer innovativeness, but no significant difference was found on prudence.


Keywords

Psychological wellbeing, risk, prudence, innovativeness, Geert Hofstede, customer innovativeness.