The Study of Company and Salespeople’s Relationship Marketing, Relationship Quality and Customer Loyalty ─ Take Life Insurance Customers as an Example
|關鍵字:||關係行銷;關係品質;顧客忠誠度;聲譽;關係投資;關係利益;Realtionship marketing;Relationship quality;Customer loyalty;Reputation;Relationship investment;Relationship benefit|
As the increasing competition in the life insurance industry, it will result in lower customer loyalty. Life insurance companies start to relize that keeping current customers is more important than endeavoring to have new customers. As a result, a business manager has to think about how to build the stategy of long-term relationship with customers. That is the pupose that we have to carry out relationship marketing. The literature in the past seldom combines the relationship marketing of company, such as reputation, relationship investment and relationship interest, with the relationship marketing of salespeople. Therefore, this research differentiates particularly between company and salespeople to discuss with relationship marketing, relationship quality and customer loyalty. This research finds that: the correlation between relationship benefit and company’s relationship quality is the highest. Reputation and relationship investment have positive correlation with company’s relationship quality. The correlation between cooperative intention and salespeople’s relationship quality is the highest. Expertise, interaction intensity, similarity and matual disclosure have positive correlation with salespeople’s relationship quality. The relationship quality of company in customer loyalty is more related than the relationship quality of salespeople. For all variables, there is no significant influence in gender, age, education and personal income per month. There is lower significant in marriage and higher significant in carreer. As a whole, there is higher agreement in people of service industry than manufacturing and student.