Spirituality and family support driving salespersons performance

A fast growing and critical market within South East Asia. This market growth is a result of strong regional economic growth and demand for insurance services, such as life insurance. Despite the importance of this market to the wider economy and Indonesian professional services market, scholars note a high level of salesperson attrition, or churn, in the marketplace due to low sales performance. Additionally, most extant studies investigating this phenomenon have been conducted in Western markets, thus limiting the applicability of findings in a South East Asian context. This study, therefore, investigates the antecedents of insurance agents’ sales performance in an Indonesian context. Adopting thematic analysis, this research analyses interviews with 24 salespeople with results indicating that, among other agent- and organisation-based factors, salespeople consider spirituality and family support two unique antecedents contributing to their sales performance.