Relationship Marketing in Insurance Industry: A Systematic Analysis of Literatures

DOI

10.2991/piceeba-18.2018.47How to use a DOI?

Keywords

relationship marketing, insurance, systematic analysis, literature review

Abstract

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 to 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.

Copyright

© 2018, 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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TY  - CONF
AU  - Nurul Aida Harun
AU  - Mohd Nazri Mohd Noor
AU  - Afrah Hayati Abdul Rahman
PY  - 2018/07
DA  - 2018/07
TI  - Relationship Marketing in Insurance Industry: A Systematic Analysis of Literatures
BT  - Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)
PB  - Atlantis Press
SP  - 357
EP  - 365
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba-18.2018.47
DO  - 10.2991/piceeba-18.2018.47
ID  - Harun2018/07
ER  -