Motivational Strategies Affecting Decision Making Behavior of Life Assurance Agents in Roi Et

Abstract

This research was aimed 1) to study motivational strategies of life assurance companies affecting decision making behavior of life assurance agents in Roi Et, 2) to compare the decision making behavior of the life assurance agents classified by personal data, and 3) to examine the relationships and the effects of the motivational strategies on the life assurance agents’ decision making behavior to choose life assurance companies. The population included life assurance agents in Roi Et Province. The samples were 381 life assurance agents. This sample size was determined with the method of sample size by Taro Yamane. A questionnaire was constructed to collect the data. The collected data was analyzed through descriptive statistics (frequency, percentage, mean, and standard deviation), comparative statistics (Independent t-test, F–Test, and One way ANOVA), the relationship and impact analysis by Pearson's correlation coefficient and multiple regression analysis. The results revealed that there were 3 major motivational strategies found in life assurance companies; rewarding, working features, and working patterns. The overall level of the 3 motivational strategies was reported “high.” The highest level belonged to working patterns. The comparison of the life assurance agents’ decision making behavior showed that differences in genders, ages, income, educational background, types of work in the assurance career, and assurance companies resulted in different decision making behavior to choose life assurance companies. The examination of the relationships between the motivational strategies and the decision making behavior revealed that the motivational strategies and the decision making behavior had positive relationships at a high level. Analyzing the effects of the 3 motivational strategies, it was found that the 3 motivational strategies also had positive effects on the decision making behavior. The motivational strategy that had the greatest influence on the decision making behavior was rewarding. This finding implies that life assurance companies should focus on developing more rewarding patterns in order to meet various needs of life assurance agents.