Investigating Factors Contributing to Sales Force Motivation in the Insurance Companies in the Central Region of Ghana

Abstract

This study examined motivation factors that contributes to sales force motivation of independent insurance sales force in the Central Region. The descriptive survey design was used for the research. The census sampling method was employed and data was obtained through self-administered questionnaires to 146 independent sales force of insurance companies in the Central region with regional office in Cape Coast.  Correlation and multiple regression techniques were used to examine the relationships between motivation factors such as recognition, opportunity for promotion, job security, job satisfaction, role clarity and organizational work settings and sales force motivation. The results revealed a strong positive relationship between recognition, opportunity for promotion, job security, role clarity, organization work settings and motivation.  The results further revealed that job security was as the most significant factor, followed by opportunity for promotion and recognition respectively and, finally, role clarity. It is, therefore, recommended that sales managers should identify and design appropriate motivational packages to suit the special working needs of all sales force.

Keywords: Insurance companies, job security, motivation, recognition, role clarity, sales force