CUSTOMERS’ SATISFACTION OR COGNITION: HOW THEY LEADS TO THE SALES-FORCE PERFORMANCE IN LIFE-INSURANCE INDUSTRY?
The main purpose of this study is to identify major constructs of customers’ satisfaction, cognition and to establish a structural relationship of these constructs with sales-force performance in insurance industry. With experimental research design having sample size of 420, this study applied CFA, SEM, and moderation testing. Major findings of this study refer that customers’ satisfaction has both significant direct and indirect effect on the perceived sales-force performance through the mediating role of customers’ cognition, which is the major contribution/novelty of this study. Moderation effects of customers’ demographic variables are providing new insights to the marketers of the insurance products.
Satisfaction, Cognition, Performance, Insurance-industry, SEM