Formal statistical tests confirm, in life insurance activity, that
customers'motivation and organizational factors of those in non-life insurance
activity are higher, leading to better effects on performance. The
reason may be that life insurance activity is more personal and focuses
more attention on customers benefiting from the higher customers'
motivation. These characteristics have certain effects on organizations'
structure and performance, opposing, by hypothesis, the use of sales
force and/or sales channels in the non-life insurance activity. The
explained variance in life insurance activity is higher (R2 = 0.42 vs.
R2=0.27), alignedwith the effort in life insurance activity to serve customers
and achieve results. Arena (2008) and Gamarra-Trigo (2008)
note that type of products and company's technical capacity are important
for insurance companies, especially affecting the quality of human
resources, innovation capabilities, and products risk management and
company's results. According to Elango and Pope (2008), products diversity
and geographic context affect insurance companies' performance.
Literature confirms these research results