Abstract

This research introduced the concept of `alternative attractiveness` derived from the social exchange theory to the research model predicting turnover intention among salesforce. By doing so, we tried to broaden the understandings of relationship between salesperson job attitude and salesperson behavior. We collected and analyzed the data from the survey on the 178 salespeople employed at the life insurance companies. We found the alternative attractiveness to be a significant antecedent of the turnover intention. Specifically, the more attractive the alternative the greater the intention of turnover. However, we also found that the salesforces are less attracted to the alternative if they are more satisfied with their jobs. Finally, this research can be a seminary work with the relational perspective for the studies of salesforce management.