Critical Success Factors in Captive, Multi-Line Insurance Agency Sales

Keck, Kay L.; Leigh, Thomas W.; Lollar, James G.
January 1995
Journal of Personal Selling & Sales Management;Winter95, Vol. 15 Issue 1, p17
Academic Journal
This empirical study applies the critical success factor approach to the captive, multi-line insurance agency sales context. Depth interviews were used to identify 35 success items associated with successful captive, multi-line insurance agency practices. The mean importance ratings of these success items provide insight concerning agents' perceptions of the captive, multi-line agency success formula. Comparison of these ratings across sales performance categories provides an analysis of the critical success factors. The results suggest that extrinsic rewards, motivation to achieve peer recognition, office delegation, willingness to spend money to run the business effectively, and goal-oriented management are critical success factors. Practical implications are drawn for parent insurance carrier and their captive agencies. Suggestions for future research are discussed.


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