Assessing the Use of Regression Analysis in Examining Service Recovery in the Insurance Industry: Relating Service Quality, Customer Satisfaction, and Customer Trust

Abstract

Abstract: This study explores customer service quality, satisfaction, and trust judgments within the context of service recovery and relationship marketing practices in an insurance setting. Service recovery most generally deals with complaint management. The study offers three contributions to the body of knowledge specific to the insurance industry. First, the results identify potential interactive and curvilinear influences that possess the ability to bias traditional regression results. Second, the results suggest that models of customer behaviors may vary across target markets and/or respondent pools, and even across organizations and their own agents. Finally, a research framework is presented and discussed that will assist insurance marketers in helping to overcome potential bias in regression coefficients used in competitive insurance settings. The research and managerial implications of the reported study are also presented and discussed. [Keywords: regression, interactions, curvilinear, service quality, satisfaction, trust.] C

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