Linking “satisfaction” to “intention-to-sell” and “sales performance” of individual agents in the health insurance market: Empirical evidence from India

서지정보

· 발행기관 : 한국마케팅과학회
· 수록지 정보 : Journal of Global Scholars of Marketing Science(마케팅과학연구) / 26권 / 2호 / 109 ~ 128페이지
· 저자명 : Tanuj Mathur, Gurudas Das, Ujjwal Kanti Paul

초록

This study attempts to analyze the antecedents of agents’ satisfaction (AS) and its infl uence on their intention-to-sell (ITS) and sales performance (SP) in the health insurance market in India by way of developing and testing a model by using path analysis. Results suggest that perceived product quality (PPQ), perceived service quality (PSQ), perceived incentive and reward system (PIRS), perceived supervisory behavior (PSB) and perceived organizational support (POS) have a direct positive relation with AS. Further AS has a signifi cant direct infl uence on the agents’ ITS and SP. A partial mediation eff ect of ITS is also observed from AS to SP. Managerial implications of the results are also discussed.

참고자료

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