Determinants of Unethical Behaviour of Sales Personnel in Indian Life Insurance Industry: An Empirical Study
DOI:
https://doi.org/10.53739/samvad/2023/v27/172806Keywords:
Life Insurance, Marketing Ethics, Salespeople, Unethical BehaviourAbstract
The paper attempts to understand the institutionalization of marketing ethics in the life insurance sector in India and examine the impact of various factors on the unethical behaviour of sales personnel in this industry. The primary data for the study were collected by administering questionnaires during regularly scheduled meetings with 120 sales personnel (unit managers and agents) from 5 private life insurance companies within the Delhi region. The empirical results of the study uncovered a significant positive relationship between three organizational factors (i.e. consequences of action, organizational apathy towards ethical culture and supervisory influence/pressure) and unethical decision-making and behaviour of insurance sales personnel. The relationship between selected individual factors (i.e., age, education and a fixed percentage of salary) on unethical behaviour was also examined. Based on the findings, the research has attempted to make certain recommendations for private life insurers to reduce the number of unfair business practices in the life insurance sector.Downloads
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