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Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry

Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance... Complex, highly intangible services such as life insurance consist largely of credence properties. Insurance providers engage in relationship-building activities that emphasize buyer-seller interaction and communication. Economists contend consumers are prone to make quality generalizations based on the strength of these relationships, perhaps to the detriment of price competition. The authors report contrary results suggesting that, though relationship marketing adds value to the service package, it is not a substitute for having a strong, up-to-date core service. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry

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References (13)

Publisher
SAGE
Copyright
© 1987 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224378702400408
Publisher site
See Article on Publisher Site

Abstract

Complex, highly intangible services such as life insurance consist largely of credence properties. Insurance providers engage in relationship-building activities that emphasize buyer-seller interaction and communication. Economists contend consumers are prone to make quality generalizations based on the strength of these relationships, perhaps to the detriment of price competition. The authors report contrary results suggesting that, though relationship marketing adds value to the service package, it is not a substitute for having a strong, up-to-date core service.

Journal

Journal of Marketing ResearchSAGE

Published: Nov 1, 1987

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