Relationship Marketing in Insurance Industry: A Systematic Analysis of Literatures

Nurul Aida Harun, Mohd Nazri Mohd Noor, Afrah Hayati Abdul Rahman
2018 Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)   unpublished
The relationship marketing is important in the service industry especially the one involved the complex, highly intangible services such as life insurance. By reproducing the theoretical based for the study, this paper has acknowledged different determinant of interaction and different impacts on the insurance industry. Considering this theoretical and conceptual diversity, the aim of this paper is to review and summarize the literature dealing with relationship marketing. Indeed, the goal is
more » ... realize a descriptive analysis of empirical literature focusing on the conceptualization, measurement, antecedents of relationship marketing, and to provide an integrative model for these antecedents and consequences. The recommended framework may serve as the practical guide for the insurance company in their marketing strategies and increase their competitive advantage.
doi:10.2991/piceeba-18.2018.47 fatcat:4bbt3645bjbcjdzhojwxhibpim