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| Author: | Crosby, L. A. Stephens, N. |
| Title: | Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. |
| Journal: | Journal of Marketing Research
1987 : NOV, VOL. 24:4, p. 404-411 |
| Index terms: | CONSUMER SATISFACTION LIFE INSURANCE |
| Language: | eng |
| Abstract: | Complex, highly intangible services such as life insurance consist of largely of credence properties. Insurance provides that emphasize buyer-seller interaction and communication. Economist 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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