THE EFFECT OF SALES PEOPLE’S IDEALIZED INFLUENCE BEHAVIOUR ON CUSTOMER LOYALTY IN INSURANCE COMPANIES IN BATTICALOA DISTRICT

Marketing

This study aimed at investigating influence of Sales People’s idealized influence behaviour on Customer Loyalty in Insurance Companies in Batticaloa District. The objectives of the study are to identify the level, relationship and impact of sales people’s idealized influence behaviour on customer loyalty. The Study had been conducted among 386 life insurance customers in Batticaloa district and stratified random sampling was used. Descriptive statistics, correlation and regression analysis were used to analyze the data. Hypothesis was developed and tested by correlation analysis. The study found that the sales people’s idealized influence behavior and customer loyalty were high level in Batticaloa district. It has been proven that there is a strong positive relationship between idealized influence behaviour and customer loyalty; and sale people‘s idealized influence behaviour significantly influenced customer loyalty of the insurance companies. The study contributes to existing theoretical and practical knowledge by providing evidence about the relationship between sales people’s idealized influence behaviour and customer loyalty. The life insurance sector is growing rapidly in Sri Lanka. Hence this research has the potential to contribute to the overall insurance companies in terms of how to maintain long term relationship between the insurance companies and their customers.

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