The Effects of M-CRM Characteristics, Market Orientation on Customer Loyalty and the Moderating Role of Relationship Length in Insurance Companies
보험기업의 M-CRM 특성과 시장지향성이 고객충성도에 미치는 영향: 관계기간의 조절효과

Chul-Ho Jung, Duk-Hwa Jung
2016 The Journal of the Korea Contents Association  
This paper aims to examine structural relationship between the influence factors of customer loyalty, hypothesizing that m-CRM characteristics, market orientations, relationship quality and relationship length plays a crucial role in achieving customer loyalty in insurance companies. Total of 255 valid sample data were used to test study hypotheses. By using Structure Equation Modeling(SEM) method, the results show that m-CRM characteristics and customer orientation significantly influence to
more » ... lationship quality except competitor orientation and all relationship quality are very significantly influence to customer loyalty being consisted of customer retention and word of mouth effect. In addition, the modulation effect of relationship length is confirmed about relationship between relationship quality and customer loyalty. A real situation we conducted our research may enable academics and practitioners to understand the antecedents and outcomes of m-CRM implementation in terms of market orientation.
doi:10.5392/jkca.2016.16.06.726 fatcat:6r6x7pwvlff45duf2ccwalqm7i