Investments in customer relationships and relationship strength: Evidence from insurance industry in China

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Status	已發表Published
	Investments in customer relationships and relationship strength: Evidence from insurance industry in China
	Shi, G; Ping, Y; Wang, Y; Liu, T. C.
	2012-08-01
Source Publication	AMA Summer Marketing Educators Conference Proceedings
Publication Place	Chicago
Publisher	American Marketing Association
Abstract	Using dyadic data of 354 sets of agent-clients in life insurance, this research aims to (1) understand how different relationship investment efforts affect client’s perceived relationship investment; (2) determine how perceived relationship investment influences each of the dimensions of relationship strength; and (3) explore the moderating effects of customer innovativeness and complaint propensity on the relationship between the perceived relationship investment and relationship strength. The empirical results indicate that clients value financial effort most followed by social effort and structural effort; Perceived relationship investment influences affective strength most followed by cognitive strength and conative strength; Both customer innovativeness and complaint propensity acts as moderators of the effectiveness of perceived relationship investment on two of the three dimensions of relationship strength.
Keyword	Relationship Investment Efforts Perceived Relationship Investment Relationship Strength Customer Innovativeness Complaint Propensity
Language	英語English
The Source to Article	PB_Publication
PUB ID	8038
Document Type	Conference paper
Collection	CENTRE FOR CONTINUING EDUCATION
Corresponding Author	Shi, G
Recommended Citation GB/T 7714	Shi, G,Ping, Y,Wang, Y,et al. Investments in customer relationships and relationship strength: Evidence from insurance industry in China[C], Chicago:American Marketing Association, 2012.
APA	Shi, G., Ping, Y., Wang, Y., & Liu, T. C. (2012). Investments in customer relationships and relationship strength: Evidence from insurance industry in China. AMA Summer Marketing Educators Conference Proceedings.

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