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

Lawrence A. Crosby · Nancy Stephens

977 citations0/0 files storedJournal of Marketing Research

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Consumer Market Behavior and Pricing

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.

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1985A Conceptual Model of Service Quality and Its Implications for Future Research 1983Emerging perspectives on services marketing 1984International marketing and purchasing of industrial goods

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