Showing papers in "Managing Service Quality in 2014"

Theory of value co-creation: a systematic literature review

Abstract: Purpose – The purpose of this paper is to summarize and classify extant research and to better understand the past, present, and future state of the theory of value co-creation. Its main objectives are: to identify the different theoretical perspectives and research streams that characterize and define the co-creation literature, and to highlight the connections between them; to look for emerging trends and gaps in the literature by comparing the most recent papers with those representing the field's core. Design/methodology/approach – The paper relies on bibliometric data: co-citation techniques were employed to select, analyze, and interpret citation patterns within the co-creation literature. Findings – The paper identified two main clusters, as well as specific research streams and common themes, representing scholarly journals’ publications on co-creation over the past years. These research streams and themes apply three different theoretical perspectives: service science, innovation and technology m...

The service revolution and its marketing implications: service logic vs service-dominant logic

Abstract: Purpose – The purpose of this conceptual paper is to analyse the implications generated by a service perspective. Design/methodology/approach – A conceptual analysis of two approaches to understanding service perspectives, service logic (SL) and service-dominant logic (SDL), reveals direct and indirect marketing implications. Findings – The SDL is based on a metaphorical view of co-creation and value co-creation, in which the firm, customers and other actors participate in the process that leads to value for customers. The approach is firm-driven; the service provider drives value creation. The managerial implications are not service perspective-based, and co-creation may be imprisoned by its metaphor. In contrast, SL takes an analytical approach, with co-creation concepts that can significantly reinvent marketing from a service perspective. Value gets created in customer processes, and value creation is customer driven. Ten managerial SL principles derived from these analyses offer theoretical and practi...

Beyond virtuality: from engagement platforms to engagement ecosystems

Abstract: Purpose – Understanding the role and implications of information and communication technology (ICT) in service is the key research priority for service science and the management of service quality. The purpose of this paper is to address this priority by providing insights into the role of “engagement platforms” (EPs), physical or virtual customer touch points where actors exchange resources and co-create value. Despite an emerging body of literature that emphasizes the fit between engagement and technology-enabled service contexts, EPs remain ill-defined. Specifically, little is known about the particular types of EPs, their characteristics, and implications for the performance of service ecosystems and managing service quality. Design/methodology/approach – By drawing on two illustrative case studies, the authors investigate and theorize about the characteristics and dynamics of EPs in virtual/physical contexts, and identify if, how and to what extent configurations of EPs may enhance resource exchange...

An integrated-process model of service quality, institutional brand and behavioural intentions: The case of a University

Abstract: – The purpose of this paper is to develop and test an integrated-process model/an index model by incorporating the antecedents and consequences of service quality in a higher education context. , – This research employed both qualitative and quantitative research methods. The data from three focus groups, conducted at an Australian University, generated key themes and their interrelationships. The theoretical model was then tested using the structural equation modelling (SEM) technique on a sample of 528 University students. , – The findings show that information (or marketing communications) and past experience are the antecedents of perceived service quality (PSQ). PSQ is a second order construct and has three dimensions: academic, administrative and facilities. The consequences of PSQ include trust, satisfaction, university-brand (UniBrand) performance and behavioural intentions. Overall, the results suggest a good validity of the model, and the nine path coefficients are found statistically significant. , – The model explains how service quality is formed, and how PSQ affects UniBrand and positive behavioural intentions overtime. This paper develops and validates three new constructs including information, past experience and UniBrand performance. In addition, it improves and validates other constructs including service quality, satisfaction, trust and behavioural intention. The paper also advances service quality literature and validates five hypothesised relationships between constructs that are relatively new in the service quality literature. Finally, this study validates a comprehensive three-tiered “integrated-process” model/an index model that includes antecedents, dimensions and consequences of service quality taking a University as a case. Universities aiming for a sustainable presence in a competitive global market and intending to enhance brand performance and attract and retain students are encouraged to consider this model and its implications.

The impact of relational bonds on brand loyalty: the mediating effect of brand relationship quality

Abstract: – While the literature attends to how customer retention strategies develop relationship quality (e.g. trust), it does not account for the potential mediator (s) in this relationship. The purpose of this paper is to examine the mediating role of brand relationship quality (BRQ) in the relationship between relational bonds and brand loyalty in retail service contexts. , – A total of 524 valid questionnaires from respondents aged between 15 and 24 are analyzed using structural equation modeling. , – First, BRQ significantly mediates the relationship between relational bonds and brand loyalty. Second, structural bonds are the only driver of attitudinal attachment; social and structural bonds lead to a sense of community. Third, attitudinal attachment is the main influence on both behavioral and attitudinal loyalty. , – First, a focus on a single market segment, i.e. 15-24 year olds. Second the dimensions used to measure relational bonds and BRQ might not be applicable to other contexts. Third, does not consider potentially important moderator(s). Fourth, does not distinguish between store and product brands. , – This study makes the following contributions to the literature: First, demonstrates the importance of BRQ as a mediator in the relationship between relational bonds and brand loyalty. Second, elucidates the role of BRQ in establishing brand loyalty in three theoretical frameworks applied to retail service contexts. Third, suggests a more comprehensive view of brand loyalty involving both behavioral and attitudinal dimensions. Fourth, proposes the managerial implications of this work for the customer retention strategies of retail service firms.

Research traditions of innovation: Goods-dominant logic, the resource-based approach, and service-dominant logic

Abstract: Purpose – The purpose of this paper is to offer a fresh framing of innovation, as service innovation/value innovation. Design/methodology/approach – By examining the visions, patterns and outcomes of three different research approaches to understanding innovation – goods-dominant (G-D) logic, the resource-based approach and service-dominant (S-D) logic – the authors strive to outline the contribution of each to the debate on innovation. This investigation involves a comprehensive literature review. Scrutiny of a case company provides a means of identifying and illustrating how these approaches play out in a real business context. Findings – A framework for innovation builds on the comparison of the three research approaches. G-D logic, when analysed in terms of new product development and new service development, positions innovation as an output (a new good or service) of a business's internal processes, with the firm as the main actor. The resource-based approach establishes the drivers of innovation as...

Trust transfer and the effect of service quality on trust in the healthcare industry

Abstract: Purpose – The purpose of this paper is to examine the effect of service quality (interaction, physical environment, and outcome quality) on trust, to investigate the trust transfer in the healthcare industry, to explore the moderating effects of image congruence and switching costs on the trust transfer, and to assess the effect of trust on patients’ willingness of recommendation. Design/methodology/approach – The research model was tested using data collected from 483 inpatients in 15 medium-to-large hospitals in Taiwan. Structure equation modeling with the latent interaction effect was employed to verify and validate the research model. Findings – The outcomes show that interaction quality and outcome quality positively influence patients’ trust in the original hospital. But the effect of environment quality on trust is not significant. Patients’ trust in the original hospital positively affects their trust in its allied hospitals. Furthermore, image congruence positively moderates the trust transfer. H...

Does relationship matter? – Customers’ response to service failure

Abstract: Purpose – The purpose of this paper is to examine how service failure affects customers’ negative response and how service recovery affects perceived justice in the context of different relationship norms. Design/methodology/approach – It includes four studies that examine how relationships influence customer reactions to service failures. In study 1, the paper examines how service failures affect customers’ negative reaction. In study 2, the paper examines how service recoveries influence perceived justice. Study 3 and study 4 test the robustness of the results of study 1 and study 2. All studies have a 2×2 between-subjects design. Findings – The results show that individuals in exchange relationships experience a stronger feeling of betrayal than those in communal relationships during service failures. Further, individuals feel more betrayed and show greater negative responses during process failures. They perceive greater justice when offered physical recoveries, which, in turn, contributes to higher s...

Creativity for service innovation: a practice-based perspective

Abstract: – The success of service innovation is largely dependent on creativity. So far, however, the question of how to reinforce creativity in the development of innovative services, while being an important managerial issue, has not attracted much attention from the academics. The purpose of this paper is to fill in this gap, by studying what constitutes capabilities for reinforcing creativity in service innovation, from a practice-based perspective. , – Through the theoretical lens of the resource-based view we set out to conduct three case studies in highly service-innovative European research and technology organisations (RTOs). Through 24 interviews and analysis of secondary sources, we collect our data, which are then analysed from a multi-case perspective, in order to gain understanding on the resource-related practices and resulting capabilities for reinforcing creativity in service innovation. , – By studying the resource-related practices of reinforcing creativity in service innovation, this study brings about seven relevant capabilities; namely attracting, stimulating, combining, providing, breeding, opening up and accepting. In this perspective, our work represents an important theoretical contribution in terms of explicitly proposing specific capabilities for reinforcing service innovation creativity. , – The research is original for a couple of reasons. First, creativity in service innovation has not been explicitly studied before, especially through empirical research. Second, our findings offer a set of original capabilities propositions that can be practically applied in service-innovative organisations. Finally, our research is carried out in a novel field, as RTOs have rarely been studied regarding service innovation-related creativity, even though they represent a very interesting type of organisations in this perspective.

New service development maturity model

Abstract: Purpose – The purpose of this paper is to rigorously devise a new tool that helps analyze and improve NSD processes. Design/methodology/approach – An NSD maturity model (NSDMM) is theoretically developed through a combination of the maturity model concept and findings from NSD success studies. Findings – NSD success factors can be categorized into four management processes – strategy management, process formalization, knowledge management, and customer involvement. Maturity dimensions and levels are further devised for each process. It is hypothesized that a higher capability to handle these processes positively associates with higher NSD performance. Research limitations/implications – Studies on NSD success factors are often descriptive rather than prescriptive. This research identified four management processes which are important to focus on when implementing NSD projects. It is among the first to apply the maturity model in the service industry. That said, this research needs to be tested empirically...

Retaining customers after service failure recoveries: a contingency model

Abstract: Purpose – The purpose of this paper is to propose and empirically test a customer retention contingency model in service failure settings. Specifically, this research investigates how service recovery satisfaction (SRS) influences the relationship quality (RQ)-behavior chain. It also examines the moderating role of RQ and switching cost (SC) in the proposed model. Design/methodology/approach – A two-part survey study was performed and 303 valid responses from banking services users were obtained. The structural equation modeling was used in order to test the research hypotheses. Findings – The results of this study show that SRS influences purchase intentions and behavior via RQ. In addition, SC moderate the effect of RQ on purchase intentions whereas RQ moderates the effect of purchase intentions on purchase behavior. Practical implications – From a managerial standpoint, this research provides implications for service recovery management. In particular, the findings indicate the importance of RQ. When a...

The contribution of VSA and SDL perspectives to strategic thinking in emerging economies

Abstract: Purpose – The purpose of this paper is to reflect upon strategic marketing in emerging economies (EEs). It tries to answer the research question: what new business models are enabled by the Viable Systems Approach (VSA) and Service-Dominant Logic (SDL) perspectives? Design/methodology/approach – The paper is developed by integrating two well-established perspectives – VSA and SDL – and applying them to inclusive businesses. Findings – The integration of these perspectives allows the authors to recognize a convergence toward business models that seem to be consistent with the principles of inclusive capitalism. The authors claim that by shifting between a reductionist/static and a holistic/dynamic view, these perspectives can be integrated, thus revealing an interesting contribution to the understanding of inclusive business. Specifically, they contribute by highlighting how the economic and social dimensions are intertwined and by highlighting that the management-thinking perspective, which has dominated ...

Customer intentions to invoke service guarantees: Do excellence in service recovery, type of guarantee and cultural orientation matter?

Abstract: Purpose – Many service providers feel confident about their service quality and thus offer service guarantees to their customers. Yet service failures are inevitable. As guarantees can only be invoked when customers report service failures, firms are given the opportunity to redress the original failure potentially influencing customer outcomes. The purpose of this paper is to provide the first empirical investigation of whether excellence in service recovery affects customers’ intentions to invoke a service guarantee, thereby discriminating between conditional and unconditional guarantees and testing for the impact of customers’ individualistic vs collectivistic cultural orientation. Design/methodology/approach – In total, 171 respondents from four continents (spanning 23 countries) were recruited to participate in a quasi-experimental study in a hotel setting. A three-way analysis of variance was used to test the hypotheses. Findings – All customers are very likely to invoke the service guarantee after ...

Customer preference for decision authority in credence services

Abstract: Purpose – The purpose of this paper is to examine the effects of offering customer decision authority on customer satisfaction in credence services, and the moderating effects of customer persuasion knowledge and service provider credibility. Design/methodology/approach – A video-based experiment is conducted to achieve high similarity to real service encounters. The video comprises three levels of customer authority while service provider credibility is manipulated. In a subsequent questionnaire, customer response and customer persuasion knowledge are measured. Findings – Results suggest that greater decision authority increases customer satisfaction. However, customer persuasion knowledge and provider credibility together were found to moderate these effects. Offering decision autonomy is most important when source credibility is low and persuasion knowledge is high. Research limitations/implications – The study setting is an initial healthcare encounter. Other service settings and service provider comm...

Psychometric sifting to efficiently select the right service employees

Abstract: Purpose – Service employees in subordinate service roles are crucial for operational efficiency and service quality. However, the stressful nature of these roles, inappropriate hire selection, and the proliferation of job boards have created massive recruitment problems for HR departments. The purpose of this paper is to highlights the growing costs of recruiting the right candidates for service roles while offering an alternative approach to recruitment that is more efficient and effective than the traditional approach. Design/methodology/approach – The study offers empirical evidence of five instances in which the use of psychometric sifting procedures reduced recruitment costs, while improving the quality of the resultant hires. Findings – By standing the traditional recruitment process “on its head” and using psychometric tests at the start of the selection process, the recruitment process can be significantly improved. Such tests efficiently weed out unsuitable candidates before they even enter the r...

Service quality in utility industries: the European telecommunications sector

Abstract: – The purpose of this paper is to analyse the economic and technological factors that determine the quality of European telecommunications services. The paper test whether the privatisation, the efficiency and the labour factor of telecommunications operators are determinants of service quality and whether competition, technology and infrastructure investment in the telecommunications sector influence that quality. , – The paper use the panel data methodology to analyse the factors that determine the quality of service of telecommunications. , – The results indicate that the more efficient the company is, the more quality it will deliver. However, the paper finds no evidence that the privatisation and the restructuring of the labour force of the main telecommunications operators, or the competition, technology and investments in the sector, lead to greater quality. , – In order to foster higher quality, effective market competitiveness has to be established to avoid benefitting the incumbent company and to make the development of competition possible in the long run. , – Although previous literature assumes a positive relationship between the performance of privatised companies and quality, this study shows that the privatisation and liberalisation processes do not bring about quality improvements by themselves. The research finds that the efficiency of privatised companies is the primary source of quality.

The collective consumption network

Abstract: Purpose – The purpose of this paper is to introduce a network perspective to the study of collective consumption. The authors examine the characteristics of heterogeneous consumption collectives formed around a Finnish footwear brand. The case is both theoretically and practically relevant. It differs from previous research by featuring consumer grassroot activities, face-to-face interaction and strong pre-existing social relationships. Design/methodology/approach – Qualitative case study research was conducted with different methods of data generation including interviews, participant observation and cultural materials such as newspaper articles and photos. Findings – A new concept of collective consumption network is introduced. Five kinds of consumption collectives are identified, including place focussed, brand focussed, activity focussed, idea focussed and social relations focussed consumption collectives. The strength of ties as well as the role of the brand varies within the collectives. Practical ...

The restorative potential of senior centers

Abstract: Purpose – The purpose of this paper is to help senior center managers and service researchers understand why some patrons experience health benefits, primarily fatigue relief, through senior center day services participation. Design/methodology/approach – The authors conduct two separate studies at a senior center. The first study represents a grounded theory that offers an original, basic social process regarding mental restoration in senior centers. The second study draws on Attention Restoration Theory (ART) and employs survey methodology. Findings – Senior center patrons who perceive a center's restorative stimuli experience health benefits such as relief from four types of fatigue, enhanced quality of life, and improved physical and mental well-being. Research limitations/implications – The paper shows that senior centers may be relatively inexpensive, non-medical services that can help patrons relieve fatigue symptoms, which are often treated with pharmaceutical medication and medical visits. A limi...

The influence of movie's quality on its performance: evidence based on Oscar Awards

Abstract: Purpose – The purpose of this paper is to develop and empirically test a new framework that shows how different signals of movie quality along with key control variables affect consumers’ post-consumption evaluations, critics’ reviews (CR), and movie box office revenues. Design/methodology/approach – The data set consists of a sample of 332 movies released between 2000 and 2008. Regression was used to test the study hypotheses. Findings – The results suggest that the three signals of movie quality exhibit different effects on three movie performance measures. Of the three cues, the peripheral quality signal is positive related to movie box, moviegoers’ evaluations (ME), and CR. Furthermore, star performance quality is positive related to both ME and CR. Surprisingly, overall quality signal does not display any influence on movie performances. Research limitations/implications – The primary limitation is the use of cross-sectional study design and future research should apply for time-series technique to t...

Emotional stability and switching barriers in the retail banking context

Abstract: Purpose – The purpose of this paper is to explore the relationships between switching barriers and bank customers’ loyalty in the UAE, and their variation according to customers’ emotional stability. Design/methodology/approach – Data were collected from 413 bank customers through a self-administered questionnaire. The conceptual model and hypotheses were tested using a structural equation modeling method. Findings – Social benefits, confidence benefits, and switching cost affected the banks’ customers’ loyalty directly and in a positive manner. This study's findings confirm that switching barriers are more important in triggering the loyalty of less emotionally stable customers in comparison with highly emotionally stable customers. Practical implications – Banks could use these results to manage switching barriers and customer relations. Originality/value – This paper demonstrates how the emotional stability of customers interferes with customers’ switching behavior.

A visual interactive method for service prototyping

Abstract: Purpose – Despite the importance of the service design process, existing prototyping methods still have technical limitations, thus hampering the development of realistic service-experience simulations that can effectively reproduce service delivery situations and environments In this study, a service-prototyping method based on 3D virtual reality (VR) technologies, the physical environment of a test bed, and related standard management procedures are described In addition, a service-prototyping process for a servicescape is proposed based on a case study of an actual duty-free shop The paper aims to discuss these issues Design/methodology/approach – The study adopts a qualitative approach, using case studies to undertake a design and improvement plans for brand guidance structures for the brand observation convenience of customers in a duty-free shop Findings – The findings of the study suggested environmental components and concept of 3D VR based test bed as an effective tool at the stage of servic

Moderators of the relationship between social bonding and organizational commitment

Abstract: Purpose – The commitment of service employees to an organization is a critical concern that affects the success of an organization. The purpose of this paper is to investigate whether the social bonds between the supervisor and the employee, and among employees, foster organizational commitment in employees. The study subsequently explored the moderating role of work status (full-time vs parttime) and employee individualistic values in the relationship between social bonding and commitment. Design/methodology/approach – Empirical data were collected from the frontline employees of restaurants in Taiwan (n=395). Hierarchical moderated regression analysis was used to examine the relationship between social bonds and relationship commitment and the moderating effect of work status and individualistic values on the social bonding-commitment relationship. Findings – The results show that social bonding is an antecedent to organizational commitment, and work status and individualistic values moderate the social...

Is the quantity-quality trade-off in call centres a false dichotomy?

Abstract: Purpose – The purpose of this paper is to examine the existing conceptualisation of quantity and quality in call centres as conflicting or contradictory, and through qualitative analysis, demonstrate that quantity and quality may not necessarily operate as a trade-off. Design/methodology/approach – Existing literature is reviewed to show how quantity-quality has been conceptualised to date, followed by an analysis of quantity-quality manifestations based upon an in-depth field study of work and service in a large and complex call centre operation. Advisors’ work practices were observed during their interactions with customers, which provided rich insights into the nature of live calls and service provision in 13 different teams, supplemented with informal semi-structured interviews with team managers, coaches, and centre managers. Findings – The paper demonstrates that quantity and quality operate as a trade-off when the unit of analysis is the individual advisor or individual call fragment. However, if t...

Transaction convenience in the payment stage: the retailers’ perspective

Abstract: – The purpose of this paper is to shed light upon how retailers view alternative payment forms and to what extent they are willing to risk offending their customers by imposing payment restrictions. , – This exploratory study consists of three consecutive parts: first, 100 situations of paying for goods or services; second, interviews with 25 of these 100 retailers; and third, observations at a meeting between retailers and bank representatives on various aspects of card and cash payments. , – Retailers are unwilling to risk offending their customers and do not normally undertake any actions to affect the customers’ choice of payment form, except for proactively or reactively excluding the use of certain expensive credit cards, and card payments for small amounts. The retailers only take the risk of causing customer dissatisfaction when they feel that the sacrifice for not doing so is too costly, and in these cases the salespersons act very late in the purchase process. Other aspects than payment costs (such as safety, time and environment) seem to have little impact on individual retailers’ actions at the payment stage. , – The present study focuses solely on the retailers’ point of view on the payment stage, implying a need for additional research on customers’ and bank representatives’ views on the same matter. , – Retailers try to nurture their customer relationships also when they are proactive or reactive, i.e. by pointing to the high cost of a particular payment form and/or asking customers to help with small change. Sending signals that invite customers to assist may not only be a way to affect how customers pay, but also foster relationship development. , – It seems that environmental costs have not filtered down to the firm level, at least not in an observable way. Any further move towards a “cashless society” has to emanate from other sources. , – No previous study has focused on the way selling companies approach their customers at the payment stage in terms of proactive, reactive and inactive behaviour.

The mediating role of alliance marketing program creativity on the relationship between alliance orientation and market performance in the services industry

Abstract: Purpose – The purpose of this paper is to examine the validity of the already suggested positive relationship between marketing alliance orientation and market performance in a service context, and to investigate the mediating role of alliance marketing program creativity (AMPC) in the relationship in detail. Design/methodology/approach – To empirically test the hypotheses, a mail survey was conducted among firms with experience of service alliances in South Korea. A 725 research sample was selected (128 responded) from a database compiled by the Korea Investors Service-Financial Analysis System which provides comprehensive corporate and financial information on firms listed on the Korea Stock Exchange. partial least squares analysis was performed to test the hypotheses. Findings – Alliance orientation positively associated with market performance (H1), alliance orientation had a significantly positive effect on alliance marketing program meaningfulness and novelty (H2), and in turn, alliance marketing pr...

Mediating effects between World Games identification and licensed merchandise

Abstract: Purpose – The purpose of this paper is to explore consumer decision-making factors related to purchases of licensed merchandise, while focussing on how consumers’ identification with the 2009 World Games (WG), perceptions of quality and attitudes toward collecting, affect the decision-making model with regards to purchasing intention. Design/methodology/approach – The research model is based on the study of Kwak and Kang (2009), but also includes an assessment of consumers’ collecting attitudes. A purposive sampling method was adopted and data were collected from 1,985 valid samples via questionnaire surveys during the 2009 WG in Kaohsiung, Taiwan. Structural equation modeling was used to test the decision-making model presented in this study. Findings – The results reveal that consumers’ intentions with respect to purchasing licensed merchandise are influenced most by their attitudes toward collecting, followed by the perceived quality of the merchandise. The findings also suggest that the greater the pe...

Store creativity mediating the relationship between affective tone and performance

Abstract: – The purpose of this paper is to show how store positive affective tone predicts store performance (i.e. sales achievement) through creativity, and how store negative affective tone enhances the relationship between positive affective tone and creativity. , – A sample of 94 stores of a Brazilian retail chain is used to test the model. Store supervisors reported (October 2011) the store's affective tone and creativity relative to the last six months. Three periods are considered for measuring performance: the last six months (May to October 2011), the preceding four months (January to April 2011), and the subsequent semester (November 2011 to April 2012). , – The main findings are: positive affective tone predicts the stores’ performance through the mediating role of creativity, even after controlling the effects of preceding stores’ performance; negative affective tone makes the relationship between positive affective tone and creativity stronger. , – The paper empirically validates theory suggesting that creativity may be a source of retail stores’ competitive advantage, and shows that fostering positive affective tone may be a pathway to promote creativity. The paper also suggests that negative affective tone is not necessarily a “problem”; rather, it can be used to enhance the favorable impact of positive affective tone upon creativity. These are important contributions for the retailing literature, considering that creativity (mainly at the team and organizational level) in that field is understudied. It is also an important contribution to the literature on the services sector, in which research on creativity is scarce.

Investigating temporal effects of risk perceptions and satisfaction on customer loyalty

Abstract: Purpose – The purpose of this paper is to examine how product usage satisfaction mediates the link between two types of perceived risk and loyalty intentions, and investigate the three moderating effects (overall satisfaction of provider, switching costs, and remaining contract time) of the product usage satisfaction-loyalty intentions linkage. Design/methodology/approach – Using a longitudinal study, a total of 253 usable responses are collected from time T to time T+1. The paper uses the partial least squares (PLS-Graph 3.0) approach for structural parameters in the proposed model. Findings – The findings show that the temporal effect of performance risk and product usage satisfaction negatively increases, whereas the temporal effect between product usage satisfaction and loyalty intentions decreases over time. While the moderating effect between overall satisfaction of provider and product usage satisfaction strengthens loyalty intentions, the switching costs attenuate loyalty intentions. The proposed ...

Developing life insurer-insurance intermediary relationships

Abstract: – The purpose of this paper is to investigate the influential factors of the antecedents of relationship quality (RQ), RQ, and long-term relationship orientation between the members that constitute the insurance marketing channel. , – This study uses in-depth interviews as well as a survey to examine long-term relationship orientation between life insurers and insurance intermediaries in Taiwan. , – Results indicate that antecedents of RQ (customer orientation, expertise, similarity, and contact intensity) have a positive effect on RQ. Relationship qualities (trust, satisfaction, and commitment) have a positive effect on the long-term relationship orientation. The antecedents of RQ have a positive effect on the interaction of long-term relationship orientation through mediating effects of RQ. , – It fills a gap in the literature by explores the long-term cooperative relationship between life insurers and insurance intermediaries based on the RQ perspective. Further, previous studies have focused on the automobile, food, electronic information, textile, and financial industries. Few studies have looked at insurance marketing outsourcing from a RQ perspective. Thus, this study will be useful to decision makers in the insurance industry seeking to improve their supplier-distributor relationships.