Policyholders’ Perception Regarding Personalized Selling of Life Insurance Agents

Citation: Dr. Muhammad Ziaulhaq Mamun, "Policyholders’ Perception Regarding Personalized Selling of Life Insurance Agents", Universal Library of Business and Economics, Volume 03, Issue 04.

Copyright: This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

The study explored the effectiveness of personalized selling of insurance agents in Bangladesh from the responses of 200 policyholders (present and prospective) based on 40 specific attributes grouped into five complex variables. The highest rated attributes are found to be agents’ patience, courteousness, professionalism, extraversion, and self-confidence. The lowest rated variables are creativity, sense of humor, directness, genuineness, and fairness. The findings of the five complex variables showed that the civility in presentation is rated high, whereas integrity is rated low. This implies that the policyholders believe that insurance agents are most effective in presenting their offering to the policyholders and making reasonable arguments; however, the policyholders are less convinced of the integrity of the insurance agents. The study noted that gender and occupation wise no significant perceptional difference of policy holders’ responses. However, existing policyholders reacted more favorably compared to the potential policyholders, meaning the agents seem more focused on satisfying the existing policyholders than communicating with potential policyholders. The study noted that the frequently contacted respondents rated the insurance agents higher than occasionally contacted respondents in most of the attributes; however, these responses appear to be same for the variables under integrity. Factor Analysis also has grouped 40 simple variables into five factors like the grouping based on schema. Finally, it is recommended that the insurance companies should focus on improving the integrity of their agents. The agents should reach out to both existing and potential policyholders frequently.

Keywords: Civility in Presentation, Corporeal Stance, Integrity/Sincerity, Personal/Psychological Attributes, Personalized Selling, Salesmanship.

https://doi.org/10.70315/uloap.ulbec.2026.0304001