Exploring the organizational commitment- Performance linkage in marketing: A study of life insurance salespeople

Abstract

This study explores the impact of organizational commitment on performance in a marketing context. A model is set forth in which organizational commitment is associated with performance through higher levels of exertion (working hard) and well-directed effort (working smart). Hypothesized relationships are tested using survey responses from a sample of life insurance agents in Singapore. Results revealed the influence of organizational commitment was mediated by working hard and to a lesser extent, working smart. A strong positive relationship was detected between working hard and performance. Implications of the findings are discussed and directions for future research suggested. © 1994.