Weitere Kapitel dieses Buchs durch Wischen aufrufen
Due to intense competition and the emergence of new insurance companies at the Slovenian market, insurance services are becoming increasingly complex, while sales activity by insurance companies is becoming more marketing-oriented at the same time. Insurance services are, by nature, extremely multifaceted and this is reflected in the way in which the insurance market is manipulated. As insurance companies often change the content of their products (insurance conditions, insurance coverage, price, evaluation damage cases, etc.), it is important to know who benefits most from the relationship between insurance companies and customers and whether the content of insurance products is generally fair to customers. Insurance services involve various kinds of transactional interventions, about a new policy and queries raised during the term of an insurance policy or making an insurance claim, in which salespeople are in contact with customers. Some insurance companies demand an intensive sales orientation from their salespeople, gaining new customers as quickly as possible above providing them with full and transparent service. The reason for this may be due to the pressures of management in insurance companies, be it related to income or internal competition. In many cases, the content of insurance products can lead to conflicts and misunderstandings after an insurance policy has been agreed. This is particularly evident when policies are terminated or claims are made. This paper presents different viewpoints in research regarding which insurance services are perceived as fair by customers. The research question was: what is the impact of perceived fair insurance services on customer-insurance company relationship? Using structural equation modelling (SEM) with a sample of n = 200 consumers of insurance services, it has been found that perceived fair insurance services have a significant positive effect on perceived relationship value outcomes, as well as perceived quality of customer-insurance company relationship and customer satisfaction. It has also been found that perceived fair insurance services are directly confirmed by customer satisfaction with perceived quality of customer-insurance company relationship. The study also has found that perceived relationship quality has a significant and strong positive effect on perceived relationship value outcomes. The study has further found that perceived relationship value outcomes and perceived relationship quality have a significant positive effect on customer satisfaction. Perceived fair insurance services, then, are determined by the relationship between insurance companies and customers and the extent to which customers are satisfied with the insurance services they use. The study’s findings are extremely important for institutions operating in the financial and insurance service market for the purpose of creating a relationship strategy.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Abdul-Muhmin, A. G. (2002). Effects of suppliers’ marketing program variables on industrial buyers’ relationship satisfaction and commitment. Journal of Business & Industrial Marketing, 17(7), 637–651. CrossRef
Armstrong, G., & Kotler, P. (2011). Marketing. New Jersey: Pearson.
Athanasopoulou, P. (2009). Relationship quality: A critical literature review and research agenda. European Journal of Marketing, 43(5/6), 583–610. CrossRef
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation model. Journal of the Academy of Marketing Science, 16(1), 74–94. CrossRef
Barnes, J. G. (1997). Closeness, strength, and satisfaction: Examining the nature of relationships between providers of financial services and their retail customers. Psychology & Marketing, 14(8), 765–790. CrossRef
Barry, J., & Terry, T. S. (2008). Empirical study of relationship value in industrial services. Journal of Business & Industrial Marketing, 23(4), 228–241. CrossRef
Bejou, D., Wray, B., & Ingram, T. N. (1996). Determinants of relationship quality: An artificial neural network analysis. Journal of Business Research, 36(2), 137–143. CrossRef
Bejou, D., Ennew, C. T., & Palmer, A. (1998). Trust, ethics and relationship satisfaction. International Journal of Bank Marketing, 16(4), 170–175. CrossRef
Bove, L. L., & Johnson, L. W. (2001). Customer relationship with service personnel: Do we measure closeness, quality or strength? Journal of Business Research, 54(3), 189–197. CrossRef
Chen, Y.-T., & Chou, T.-Y. (2012). Exploring the continuance intentions of consumers for B2C online shopping: Perspectives of fairness and trust. Online Information Review, 36(1), 104–125. CrossRef
Chen, H.-G., Liu, J. Y.-C., Sheu, T. S., & Yang, M.-H. (2012). The impact of financial services quality and fairness on customer satisfaction. Managing Service Quality, 22(4), 399–421. CrossRef
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. CrossRef
Cronin, J., Brady, M. K., & Hult, G. T. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. CrossRef
Crosby, L. A., & Stevens, N. (1987). Effects of relationship marketing on relationship satisfaction, retention and prices in the life insurance industry. Journal of Marketing Research, 24(4), 404–411. CrossRef
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68–81. CrossRef
Devlin, J. F., Roy, S. K., & Sekhon, H. (2014). Perceptions of fair treatment in financial services: Development, validation and application of a fairness measurement scale. European Journal of Marketing, 48(7/8), 1315–1332. CrossRef
Dick, A. S., & Basu, K. (1994). Customer loyalty: Towards an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. CrossRef
Edvardsson, B., Gustafsson, A., & Roos, I. (2005). Service portraits in service research: A critical review. International Journal of Service Industry Management, 16(1), 107–121. CrossRef
Eggert, A., & Ulaga, W. (2002). Customer perceived value: A substitute for satisfaction in business markets? Journal of Business & Industrial Marketing, 17(2/3), 107–118. CrossRef
Fornell, C., & Lacker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. CrossRef
Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1), 101–107. CrossRef
Geyskens, I., Steenkamp, J.-B. E. M., Scheer, L. K., & Kumar, N. (1996). The effects of trust and interdependence on relationship commitment: A trans-Atlantic study. International Journal of Research in Marketing, 13(4), 303–317. CrossRef
GIO – Global insurance outlook. (2015). Retrieved April 1, 2016, from http://www.ey.com/Publication/vwLUAssets/ey-2015-global-insurance-outlook/$FILE/ey-2015-global-insurance-outlook.pdf
Giovanis, A., Athanasopoulou, P., & Tsoukatos, E. (2015). The role of service fairness in the service quality – Relationship quality – Customer loyalty chain. Journal of Service Theory and Practice, 25(6), 744–776. CrossRef
Grisaffe, D., & Kumar, A. (1998). Antecedents and consequences of customer value: Testing and expanded framework (Working Paper No. 98-107). Marketing Science Institute, Cambridge.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). London: Sage.
Hennig-Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8), 737–764. CrossRef
Hennig-Thurau, T., Gwinner, K., & Gremler, D. (2002). Understanding relationship marketing outcomes. Journal of Service Research, 4(3), 230–247. CrossRef
Hogan, J. (1998 ). Assessing relationship value in business markets. PhD dissertation, Kenan-Flagler Business School NC, Chapel Hill.
IE – Insurance Europe. (2015, August). European Insurance—Key facts. Retrieved April 1, 2016, from http://www.insuranceeurope.eu/sites/default/files/attachments/European%20Insurance%20-%20Key%20Facts%20-%20August%202015.pdf
Kock, N. (2015). WarpPLS5.0 user manual. Laredo, TX: ScriptWarp Systems.
Kumar, N., Scheer, L. K., & Steenkamp, J. B. E. M. (1995). The effects of supplier fairness on vulnerable resellers. Journal of Marketing Research, 32(1), 54–65. CrossRef
Lang, B., & Colgate, M. (2003). Relationship quality, on-line banking and the information technology gap. International Journal of Bank Marketing, 21(1), 29–37. CrossRef
Namkung, Y., & Jang, S. C. S. (2010). Effects of perceived service fairness on emotions, and behavioral intentions in restaurants. European Journal of Marketing, 44(9/10), 1233–1259. CrossRef
Narteh, B. (2016). Service fairness and customer behavioural intention: Evidence from the Ghanaian banking industry. African Journal of Economic and Management Studies, 7(1), 90–108. CrossRef
Ndubisi, N. O. (2007). Relationship quality antecedents: The Malaysian retail banking perspective. International Journal of Quality & Reliability Management, 24(8), 829–845. CrossRef
Nguyen, B., & Mutum, D. S. (2012). A review of customer relationship management: Successes, advances, pitfalls and futures. Business Process Management Journal, 18(3), 400–419. CrossRef
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumers. New York: McGraw-Hill.
Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, 63(4), 33–44. CrossRef
Ravald, A., & Gronroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19–30. CrossRef
Reichheld, F. F., & Aspinall, K. (1993). Building high loyalty business systems. Journal of Retail Banking, 15(4), 21–29.
Rosen, D. E., & Surprenant, C. (1998). Evaluating relationships: Are satisfaction and quality enough? International Journal of Service Industry Management, 9(2), 103–125. CrossRef
Seiders, K., & Berry, L. L. (1998). Service fairness: What it is and why it matters. Academy of Management Perspectives, 12(2), 8–20. CrossRef
Sekhon, H. S., Roy, S. K., & Devlin, J. (2016). Perceptions of fairness in financial services: An analysis of distribution channels. International Journal of Bank Marketing, 34(2), 171–190. CrossRef
Sharland, A. (1997). Sourcing strategy: The impact of costs on relationship outcomes. International Journal of Physical Distribution & Logistics Management, 27(7), 395–409. CrossRef
SIA – Slovenian Insurance Association.Statistical Insurance Bulletin 2015. (2015). Retrieved April 1, 2016, from http://www.zav-zdruzenje.si/wp-content/uploads/2015/06/Statisticni-zavarovalniski-bilten-2015.pdf
Stone, M. (1974). Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society, Series B, 36(2), 111–133.
Tur-Martinez, V., Peiro, J. M., Ramos, J., & Moliner, C. (2006). Justice perceptions as predictors of customer satisfaction: The impact of distributive, procedural, and interactional justice. Journal of Applied Social Psychology, 36(1), 100–119. CrossRef
Vrontis, D., Weber, Y., & Tsoukatos, E. (2013). Confronting contemporary business challenges through management innovation. 6th Annual Conference of the EuroMed Academy of Business. Estoril: EuroMed Press.
Wilson, D. T., & Jantrania, S. (1994). Understanding the value of a relationship. Asia-Australia Marketing Journal, 2(1), 55–66. CrossRef
Woodruff, R. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139–153. CrossRef
Worthington, S., & Devlin, J. (2013). Fairness and financial services in Australia and the United Kingdom. International Journal of Bank Marketing, 31(4), 289–304. CrossRef
Yanamandram, V., & White, L. (2010). An empirical analysis of the retention of dissatisfied business services customers using structural equation modelling. Australasian Marketing Journal, 18, 222–232. CrossRef
Zhang, X., & Prybutok, V. (2005). A consumer perspective of e-service quality. IEEE Transactions on Engineering Management, 52(4), 461–477. CrossRef
Zhu, Y.-Q., & Chen, H.-G. (2012). Service fairness and customer satisfaction in internet banking: Exploring the mediating effects of trust and customer value. Internet Research, 22(4), 482–498. CrossRef
- Conceptual Model of Outcomes of Perceived Fair Insurance Services
Neuer Inhalt/© Stellmach, Neuer Inhalt/© Maturus, Pluta Logo/© Pluta