EXAMINING THE CHARACTERISTICS OF SALES AGENT IN DEVELOPING LIFE INSURANCE CUSTOMER LOYALTY: A CASE STUDY OF STATE LIFE INSURANCE CORPORATION OF PAKISTAN

Main Article Content

DILDAR KHAN JADOON
SYED AMJAD FARID HASNU
MUHAMMAD MUDASSAR ABBASI

Abstract

In insurance sector attracting and maintaining customer is too much difficult. Now a day’s flow of information is too much, so it will hard to get customer loyalty. Peoples are more informed and knowledgeable. The marketing department of insurance sector pay strong focus in attaining customer loyalty. This research is carried out to explore the relation of sales agent characteristics, relational selling behavior and relationship quality with customer loyalty. From the population cluster sampling method was used to select the sample. Total 500 questionnaire was sent to selected sample. The questionnaires were evaluated on SPSS and SmartPLS3. Confirmatory factor analysis (CFA) was used to estimate discriminant validity, convergent validity and reliability. The reliability coefficient of sales agent characteristics was (0.869), relationship quality was (0.884), relational selling behavior was (0.860) and customer loyalty was (0,881).

Keywords:
Sales agent, life insurance, customer loyalty, sales agents characteristics, relational selling behavior, relationship quality

Article Details

How to Cite
JADOON, D. K., HASNU, S. A. F., & ABBASI, M. M. (2020). EXAMINING THE CHARACTERISTICS OF SALES AGENT IN DEVELOPING LIFE INSURANCE CUSTOMER LOYALTY: A CASE STUDY OF STATE LIFE INSURANCE CORPORATION OF PAKISTAN. Journal of Global Economics, Management and Business Research, 12(3), 33-48. Retrieved from https://ikprress.org/index.php/JGEMBR/article/view/5496
Section
Original Research Article

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