AHA-BUCH

Customer Relationship Strength in Relationship Marketing

An Investigation with Empirical Evidence from the Insurance Industry in China
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ISBN-13:
9783639210019
Einband:
Paperback
Seiten:
164
Autor:
Guicheng Shi
Gewicht:
260 g
Format:
218x153x18 mm
Sprache:
Englisch
Beschreibung:

Customer relationship strength and its antecedents and consequences were studied in the context of policyholder and agent relationships in the life insurance industry in China. A three-dimension measurement model for customer relationship strength was proposed involving affective strength, cognitive strength and conative strength. A measurement scale for customer relationship strength was developed and validated based on 207 matched questionnaires (insurance agents and their clients) from a major Chinese insurance company. Empirical results indicated acceptable levels of reliability, unidimensionality, convergent validity and discriminant validity for the measures. Results from structural equation modeling suggest that a customer s perceptions of relationship value, termination cost, salesperson likeability, personal selling behavior, and the customer s innovativeness and complaint propensity are significantly correlated with customer relationship strength. The empirical findings further show that customer relationship strength significantly influences sales effectiveness and relationship profitability.