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The Effect of Organizational Identification on Turnover Intention of Insurance Solicitor of Life Insurance Company

  • Journal of Insurance and Finance
  • 2014, 25(3), pp.37-60
  • Publisher : Korea Insurance Research Institute
  • Research Area : Social Science > Business Management

Jung Gui-Ja 1 Joong-In Kim 2 Jung Se-Chang 2

1KDB생명
2홍익대학교

Accredited

ABSTRACT

Since the solicitors of insurance companies are special independent contractors, perceived organizational identification may be low and so turnover intention may be high. Even though the solicitor’s high turnover rate is a very important issue of insurance marketing channel, there is no empirical research on the effect of organizational identification on turnover intention of the solicitors. Therefore, we exploratory studied about perceived level of organizational identification, perceived level of turnover intention, and the effect of organizational identification on turnover intention of the solicitors of large life insurance companies. Contrary to expectation, the result showed that the solicitors' perceived organizational identification was slightly high and turnover intention was slightly low. Organizational identification had a negative effect on turnover intention and turned out to be an important determinant of turnover intention, because it accounted for 33.3% of turnover intention. Some theoretical and managerial implications and future research directions were discussed based on employment type, job characteristics, and job voluntariness.

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