Factors Affecting the Core Competencies of Salesmanship in the Non-Life Insurance Business

Abstract

This academic article aimed 1) to review the literature relating to variables affecting core competencies of salesmanship in the non-life insurance business in Thailand to promote success and competitive advantages of non-life insurance industry in Thailand 2) to use the results from the literature review to develop a research conceptual framework showing the factors that contribute to competencies of salesmanship. The causal variables consisted of digital leadership, organizational trust, and internal branding that promoted core competencies of salesmanship and helped drive the organization to move forward. The results of the literature review also showed that the organizational trust may be an interstitial variable of the relationship between digital leadership and core competencies of salesmanship. That meant, if the leader had a high level of leadership, it would result in a higher level of organizational trust and an increase in core competencies of salesmanship.