Sales behavioral intentions of distribution channels in the insurance industry

A systematic review

Ankitha Shetty, Savitha Basri

    Research output: Contribution to journalArticle

    1 Citation (Scopus)

    Abstract

    The convoluted nature of insurance products promotes information asymmetry ensuing unethical behaviour of insurance agents. A systematic review of the sales behavioral intentions of agents will provide valuable insights into the issues of specious agent behavior. To the best of our knowledge, this study is the first that employed a systematic literature review with the objective to identify the variables that determine ethical or unethical behaviour and explicated its pattern amongst the agents of insurance companies. This study revealed that the behavioual intentions primarily depend upon the attitude, subjective norm, and perceived behavioural control. Loss of income, fear of losing a job, and lucrative incentives offered by insurance companies motivate agents to push the products by engaging in unscrupulous practices that violate the ethical norms. Hence, the sales managers should uphold a high moral attitude among sales agents, foster a diminution in unethical behaviour, and also provide extensive ethics training for establishing and maintaining long-term relationships with their customers to accomplish long-term profitability.

    Original languageEnglish
    Pages (from-to)19-35
    Number of pages17
    JournalIndian Journal of Marketing
    Volume47
    Issue number12
    DOIs
    Publication statusPublished - 01-12-2017

    Fingerprint

    Channels of distribution
    Behavioral intention
    Insurance industry
    Systematic review
    Unethical behavior
    Insurance
    Insurance companies
    Sales manager
    Income
    Information asymmetry
    Ethics training
    Product information
    Perceived behavioral control
    Ethical behavior
    Incentives
    Subjective norm
    Literature review
    Long-term relationships
    Profitability

    All Science Journal Classification (ASJC) codes

    • Marketing

    Cite this

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    abstract = "The convoluted nature of insurance products promotes information asymmetry ensuing unethical behaviour of insurance agents. A systematic review of the sales behavioral intentions of agents will provide valuable insights into the issues of specious agent behavior. To the best of our knowledge, this study is the first that employed a systematic literature review with the objective to identify the variables that determine ethical or unethical behaviour and explicated its pattern amongst the agents of insurance companies. This study revealed that the behavioual intentions primarily depend upon the attitude, subjective norm, and perceived behavioural control. Loss of income, fear of losing a job, and lucrative incentives offered by insurance companies motivate agents to push the products by engaging in unscrupulous practices that violate the ethical norms. Hence, the sales managers should uphold a high moral attitude among sales agents, foster a diminution in unethical behaviour, and also provide extensive ethics training for establishing and maintaining long-term relationships with their customers to accomplish long-term profitability.",
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    Sales behavioral intentions of distribution channels in the insurance industry : A systematic review. / Shetty, Ankitha; Basri, Savitha.

    In: Indian Journal of Marketing, Vol. 47, No. 12, 01.12.2017, p. 19-35.

    Research output: Contribution to journalArticle

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