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Book synopsis

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.

Book details

• Full title: Customer Relationship Strength in Relationship Marketing
• Subtitle: An Investigation with Empirical Evidence from the Insurance Industry in China
• Author: Guicheng Shi
• Language: English
• Binding: Paperback
• Number of pages: 164
• EAN: 9783639210019
• ID: 06828933
• Publisher: VDM Verlag Dr. Müller
• Weight: 260 g
• Dimensions: 218 × 153 × 18 mm
• Published: 2009

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