The Motivation and Communication Affecting the Performance of Life Insurance Agents in Khon Kaen Province
Keywords:
Motivation factor, Communication, practical of insurance agentsAbstract
This cross-sectional descriptive research aimed at examining the impact of motivation and communication on the performance of life insurance agents in Khon Kaen province, focusing on agents form AIA company limited. A total of 253 personnel were selected a systematic random sampling technique from a population of 1300 by systematic random sampling. Research instruments included questionnaire and in-depth interview guidelines from 12 key informants. Descriptive and inferential statistics were employed, by Pearson’s product moment correlation coefficient and Stepwise multiple linear regression analyses. revealing very high level of motivation, communication, and performance among the life insurance agents in Khon Kaen province, with mean scores of 4.35 (S.D.= 0.33), 4.47 (S.D.= 0.44), and 4.38 (S.D.= 0.35), respectively. The study found that four independent variables; motivation, operational stability and conditions, information data management, and electronic communications significantly influenced and predicted the performance of life insurance agents in Khon Kaen province, explaining 22.1 % of the variance (R2=0.221). The administrators and leaders of insurance agencies should prioritize supporting, overseeing, and continuously monitoring service quality to ensure efficient performance.
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