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Więcej informacji o Customer Relationship Strength in Relationship Marketing

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Opis

Customer relationship strength and its antecedents and consequences were studied in the context of policyholder and agent relationships in the life insurance industry in China. A three-dimension measurement model for customer relationship strength was proposed involving affective strength, cognitive strength and conative strength. A measurement scale for customer relationship strength was developed and validated based on 207 matched questionnaires (insurance agents and their clients) from a major Chinese insurance company. Empirical results indicated acceptable levels of reliability, unidimensionality, convergent validity and discriminant validity for the measures. Results from structural equation modeling suggest that a customer s perceptions of relationship value, termination cost, salesperson likeability, personal selling behavior, and the customer s innovativeness and complaint propensity are significantly correlated with customer relationship strength. The empirical findings further show that customer relationship strength significantly influences sales effectiveness and relationship profitability.

Szczegóły książki

• Pełny tytuł: Customer Relationship Strength in Relationship Marketing
• Podtytuł: An Investigation with Empirical Evidence from the Insurance Industry in China
• Autor: Guicheng Shi
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 164
• EAN: 9783639210019
• ID: 06828933
• Wydawca: VDM Verlag Dr. Müller
• Waga: 260 g
• Wymiary: 218 × 153 × 18 mm
• Rok wydania: 2009

Ulubione w innej kategorii

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