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While there is considerable research on employees' satisfaction, motivation and performance, there is lack of conclusive evidence on these dimensions of organisational betterment. This puzzle becomes more complex for sales-force that deals with great stress in Indian life insurance context. This paper explores the underlying factors of satisfaction and motivation separately and predicts the impact of satisfaction on motivation, and the impact of motivation on performance. To justify these objectives empirically, a structured questionnaire has been executed to life-insurance sales-force with a sample size of 345 through stratified random sampling method. The data is analysed through explorative factor analysis, which is followed by regression analysis to test the prediction of motivation by satisfaction and then prediction of performance by motivation. The findings reveal that there is significant positive impact of sales-force satisfaction on their motivation, which ultimately has a significant positive impact on performance of sales-force in the life-insurance industry.

Satisfaction or Motivation-What precedes Performance? A Study of Sales Force in the Life Insurance Industry