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

Tanuj Mathur, Gurudas Das and Ujjwal Kanti Paul

Journal of Global Scholars of Marketing Science, 2016, vol. 26, issue 2, 109-128

Abstract: This study attempts to analyze the antecedents of agents’ satisfaction (AS) and its influence 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 significant direct influence on the agents’ ITS and SP. A partial mediation effect of ITS is also observed from AS to SP. Managerial implications of the results are also discussed.

Date: 2016
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DOI: 10.1080/21639159.2016.1143151

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