The Antecedents of Sales Force Motivation: An Empirical Investigation in the Insurance Industry in Singapore

Anthony C. Koh, Bashar S. Gammoh, Sam C. Okoroafo


This study examines the influence of personal, organizational, and cultural factors on sales force motivation on a sample from the insurance industry in Singapore. In addition, this paper examines the moderating effects of some demographic characteristics on the relationships between antecedents of sales force motivation and sales force motivation. Results indicate that cultural values, personal variables, and organizational work setting do affect sales people motivation. In addition, our results support a moderation effect of gender and marital status in our model.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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