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Determinants of Agents Performance: A Case Study of AmMetLife Malaysia Berhad

Agents are the sales force of insurance companies or takaful operators. Nevertheless, agents are not the insurer’s staff; rather they are external party who are interested to be affiliated with the insurer by being compensated in form of commission when they managed to close new case (able to get new policyholder). This study appraised factors that influence AmMetLife Berhad’s agency performance which are: agent’s retention; customer recruitment; insurer’s brand; and sales activity. This study employed questionnaires which were distributed to 60 agents of AmMetLife who are attached to central, northern and southern region. Limitation of this study is that the agents from East Coast and East Malaysia are not surveyed due to the distance and they normally have separated training sessions compared with the central, northern and southern regions which normally have joint-session. Nevertheless, the three regions in the peninsular Malaysia have represented nearly 80%-90% from the total AmMetLife agents in the country. Most of the agencies’ members agreed that they would rely on company/agency incentive to drive the sales. Moreover, customer recruitment and insurer’s brand indicate positive but weak relationship towards the agency performance. In contrast, the other two factors which are agent retention and sales activity display positive and significant relationship for the agency performance.