Proceedings of the International Conference on Banking, Accounting, Management, and Economics (ICOBAME 2018)

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Co-synergy and Co-creation Value on Customer Behavioural Outcomes

Authors
R.A. Marlien, Alimuddin R.R, Sony Heru Priyanto, Roos Kities Andadari, John J.O.I Ihalauw
Corresponding Author
R.A. Marlien
Available Online July 2019.
DOI
10.2991/icobame-18.2019.18How to use a DOI?
Keywords
customer behavioural outcomes; co-synergy; co-creation value; relational sales persons capability
Abstract

This study aims to get an empirical model of customer behavior in deciding to buy life insurance that is combined with financial investment. The underlined concept of this research is the marketing theory of relationship based on social interaction and resources (RbV), social exchange theory and agency theory. The object of this study was conducted on private life insurance companies in Semarang with as many as 140 respondents. The technique used is purposive sampling with criteria of life insurance customer. Satisfied customers will behave and talk positively about the company, make continuous purchases and volunteer bring friends, relatives and people around them to buy products. Co-synergy is a synergy collaboration between insurance agents and customers to produce co-creation value. Sales persons (insurance agent) as a moderating variable because of the role of insurance agents as value creators who represent the company. Insurance agents who play a very important role in presenting the information on the rights and obligations of customer’s transparently also serve as customer’s financial consultants. It is proved that insurance agents are not able to moderate collaboration on the value of insurance.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Banking, Accounting, Management, and Economics (ICOBAME 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
July 2019
ISBN
978-94-6252-750-8
ISSN
2352-5428
DOI
10.2991/icobame-18.2019.18How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - R.A. Marlien
AU  - Alimuddin R.R
AU  - Sony Heru Priyanto
AU  - Roos Kities Andadari
AU  - John J.O.I Ihalauw
PY  - 2019/07
DA  - 2019/07
TI  - Co-synergy and Co-creation Value on Customer Behavioural Outcomes
BT  - Proceedings of the International Conference on Banking, Accounting, Management, and Economics (ICOBAME 2018)
PB  - Atlantis Press
SP  - 83
EP  - 86
SN  - 2352-5428
UR  - https://doi.org/10.2991/icobame-18.2019.18
DO  - 10.2991/icobame-18.2019.18
ID  - Marlien2019/07
ER  -