Abstract:
This study pertained to examine the Private Motor Car insured’s cross selling viability
on Dwelling House and Personal Accident policies in AIA General Insurance Lanka Ltd
by mixed method. AIA product portfolio Dominated by motor insurance, which is a loss
line class among general product classes. Cross selling non motor products to motor
insured became an essential requirement for AIA because this will improve combined
ratio of this company. Throughout the previous literature, many scholars revealed that
cross selling direct antecedents namely cross selling self efficacy, motivation and role
clarity were valid predictors of cross selling sales performance and the particular study
hypothesized that there is a significant impact of cross selling sales performance: its
direct antecedents (Cross selling self efficacy, motivation and Role clarity). In this
study, 196 wealth planners from 36 branches were selected randomly, and data were
collected through in-depth interviews with 15 managers. The data were analyzed by
data reduction, data display and conclusion was drawn. The particular mix method
study confirmed cross selling self efficacy, motivation and role clarity have significant
positive impact on cross selling sales performance and managers were perceived that
cross selling significant for AIA and General Insurance Industry of Sri Lanka. Customer
awareness, wealth planners’ lack of interest on non motor products, cross selling
training, target, motivation and attractive products are the factors affecting cross
selling sales performance. Hence, this study provides new insights to management for
building future plans and strategies.
