Developing life insurer-insurance intermediary relationships
- 2 September 2014
- journal article
- Published by Emerald in Managing Service Quality: An International Journal
- Vol. 24 (5), 455-468
- https://doi.org/10.1108/msq-09-2013-0181
Abstract
Purpose – The purpose of this paper is to investigate the influential factors of the antecedents of relationship quality (RQ), RQ, and long-term relationship orientation between the members that constitute the insurance marketing channel. Design/methodology/approach – This study uses in-depth interviews as well as a survey to examine long-term relationship orientation between life insurers and insurance intermediaries in Taiwan. Findings – Results indicate that antecedents of RQ (customer orientation, expertise, similarity, and contact intensity) have a positive effect on RQ. Relationship qualities (trust, satisfaction, and commitment) have a positive effect on the long-term relationship orientation. The antecedents of RQ have a positive effect on the interaction of long-term relationship orientation through mediating effects of RQ. Originality/value – It fills a gap in the literature by explores the long-term cooperative relationship between life insurers and insurance intermediaries based on the RQ perspective. Further, previous studies have focused on the automobile, food, electronic information, textile, and financial industries. Few studies have looked at insurance marketing outsourcing from a RQ perspective. Thus, this study will be useful to decision makers in the insurance industry seeking to improve their supplier-distributor relationships.Keywords
This publication has 55 references indexed in Scilit:
- Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications servicesTotal Quality Management & Business Excellence, 2011
- Elements of the model for customer satisfaction: Serbian economy researchTotal Quality Management & Business Excellence, 2011
- Relational impact of service providers' interaction behavior in healthcareManaging Service Quality: An International Journal, 2011
- Consumer sociability and service provider expertise influence on service relationship successJournal of Services Marketing, 2010
- Antecedents and consequences of commitment in marketing research services: The client's perspectiveIndustrial Marketing Management, 2009
- Antecedents and consequences of buyer‐seller relationship quality in the financial services industryInternational Journal of Bank Marketing, 2009
- Investigating the effects of service quality dimensions and expertise on loyaltyEuropean Journal of Marketing, 2009
- Path analysis of perceived service quality, satisfaction and loyalty in Greek insuranceManaging Service Quality: An International Journal, 2006
- Transactions vs. Relationships: What Should the Company Emphasize?Journal of Service Research, 2005
- Structural equation modeling in practice: A review and recommended two-step approach.Psychological Bulletin, 1988