Linking sources of employee support to life insurance agents’ retention: the role of felt obligation

Purpose This study is the maiden attempt to understand the influence of four specific sources of employee support (SES), on the life insurance agents’ retention (AR) with the mediation of felt obligation (FO) in the context of the life insurance industry. Design/methodology/approach This study adopted a quantitative methodology and used the partial least squares-structural equation modelling to test the hypotheses of the study. Using convenience sampling method and a web-based questionnaire, this study gathered data from agents ( n 265) of life insurance companies located in the central region of Malaysia. Findings The results reveal a positive relationship between all SES and AR. This means when agents perceive higher levels of support from their supervisors, peers, technology and mentors, they are more likely to remain in the industry. Contrary to the expectations, FO does not mediate the relationship between SES and AR, indicating that SES directly influences AR without the involvement of FO. Originality/value This study is the first to explore how an integrated model of SES influences AR within the Malaysian life insurance industry. The model takes a comprehensive approach, incorporating various SES including the less studied perceived technological support in influencing AR through the framework of social exchange theory.