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

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).