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| Author: | Andreassen, T. W. Lanseng, E. |
| Title: | The principal's and agents' contribution to customer loyalty within an integrated service distribution channel |
| Journal: | European Journal of Marketing
1997 : VOL. 31:7, p. 487-503 |
| Index terms: | CONSUMER SATISFACTION INSURANCE COMPANIES NORWAY SERVICE QUALITY LOYALTY |
| Language: | eng |
| Abstract: | Many service corporations are configured with headquarters that determine the major principles of operation and regional salesforces responsible for acquiring new customers and catering to the needs of customers. the separation of the work opens up a principal-agency approach to the service production and delivery. This study developes a model to investigate the joint and individual work done by regional salesforces and headquarters in creating customer loyalty. The model is tested based on data from customers of a Norwegian life insurance company. Headquarter's and local salesforces' contribution to customer satisfaction and loyalty is estimated on the attribute level. It seems that headquarter's contribution to customer loyalty is more important. |
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