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http://dx.doi.org/10.5392/JKCA.2021.21.09.270

The Effect of Insurance Planner's Competency and Organizational Support on Sales Performance: Focused on Mediating Effects of MDRT Goal Orientations  

Lee, Sin-Bok (호서대학교 벤처대학원 벤처경영학과)
Ha, Kyu-Soo (호서대학교 벤처대학원 벤처경영학과)
Publication Information
The Journal of the Korea Contents Association / v.21, no.9, 2021 , pp. 270-283 More about this Journal
Abstract
The achievement of the long-term relationship is commonly executed by a salesperson that is eventually very crucial to enhance the customer retention in the insurance industry. It indicates there is an urgency to improve the competence of salesperson and organization support to build and maintain bonds of long-lasting loyalty with the individual customers. Therefore, this research aims to analyze the influence of planner's competency and organizational support on sales performance, and to verify empirically whether MDRT goal orientation mediating role between competency, organizational support and sales performance. The results of this research are as follows: firstly, product and customer competence, digital competence, network competence positively affect sales performance. Secondly, sales support positively affect sales performance. Thirdly, meditating effect of MDRT goal orientation were significant found between the planner's competency and sales performance. Moreover, in the relationship between sales support and sales performance, MDRT goal orientation have a fully mediated effect. This means customer management through excellent competency, organization support to insurance trend change, and competence development through MDRT goal orientation positively affect sales performance.
Keywords
Competence; Organizational Support; Sales Performance;
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