Paper Titles in Periodical
International Letters of Social and Humanistic Sciences
ILSHS Volume 49

Subscribe to our Newsletter and get informed about new publication regulary and special discounts for subscribers!

ILSHS > ILSHS Volume 49 > Strengthen Outcomes of Insurance Agent: An...
< Back to Volume

Strengthen Outcomes of Insurance Agent: An Exploratory Study in Pakistan

Full Text PDF


Strong relationship outcomes depend upon the combination of the relationship marketing tactics and personality traits of the customer. The proposed study will contribute to assess the relationship outcomes in insurance agent – policy holder relations in different ways; to assess the overall impact of the relationship marketing tactics on the efforts made by the firms to retain their customers with them, the overall impact of the personality traits of the customer on the customer relationship proneness, and the combine impact of the retention orientation of the customer and customer relationship proneness on the stronger relationship outcomes in the insurance industry of Pakistan.


International Letters of Social and Humanistic Sciences (Volume 49)
M. N. Shafique et al., "Strengthen Outcomes of Insurance Agent: An Exploratory Study in Pakistan", International Letters of Social and Humanistic Sciences, Vol. 49, pp. 106-114, 2015
Online since:
March 2015

Baker TL, Simpson PM, Siguaw JA. The impact of suppliers' perceptions of reseller market orientation on key relationship constructs. J Acad Mark Sci 1999; 27: 50-7.

Barnes JG. Closeness, strength, and satisfaction: examining the nature of relationships between providers and financial services and their retail customers. Psychol Mark 1997; 14: 765- 90.

Beatty SE, Coleman JE, Reynolds KE, Lee J. Customer-sales associate retail relationships. J Retailing 1996; 72: 223- 47.

Belch, G. E. & Belch, M. A (2001); Advertising and Promotion: an Integrated Marketing Communications Perspective, Irwin/McGraw-Hill, Boston, 5th Ed.

Berry, L.L. (1983), Relationship Marketing Emerging Perspectives in Services Marketing, American Marketing Association, Chicago, IL.

Biong H, Selnes F. Relational selling behavior and skills in long-term industrial buyer- seller relationships. Int Bus Rev 1995; 4: 483 - 98.

Christopher, M., Payne, A. and Ballantyne, D. (1991), Relationship Marketing, Butterworth-Heinemann, Oxford.

Crosby LA, Evans KR, Cowles D. Relationship quality in services selling: an interpersonal influence perspective. J Mark 1990; 54: 68 -81.

Doney PM, Cannon JP. An examination of the nature of trust in buyer- seller relationships. J Mark 1997; 61: 35-51.

Gro¨nroos, C. (1998), Marketing services: the case of a missing product, Journal of Business & Industrial Marketing, Vol. 13 Nos 4/5, pp.322-38.

Gwinner, Kevin P., Dwayne D Gremler and Mary Jo Bitner, (1998).

Jones, T.O. and Sasser W.E. Jr (1995), Why satisfied customer defect, Harvard Business Review, Vol. 73 No. 6, pp.88-99.

Shani, D. and Chalasani, S. (1992), Exploiting niches using relationship marketing, Journal of Service Marketing, Vol. 6 No. 4, pp.43-52.

Sharp B, Sharp A. Loyalty programs and their impact on repeat-purchase loyalty patterns. Int J Res Mark 1997; 14: 473- 86.

Sheth, J.N. (1975), Buyer-seller interaction: a conceptual framework, in Anderson, B.B. (Ed. ), Advances in Consumer Research, Association of Consumer Research, Cincinnati, OH.

Sirohi N, McLaughlin EW, Wittink DR. A model of consumer perceptions and store loyalty intentions for a supermarket retailer. J Retailing 1998; 74: 223- 45.

Tseng, Yi, Ming. (2007). The impacts of Relationship Marketing Tactics on Relationship Quality in Service industry. The Business Review, Cambridge 7(2), 310.

Webster, F.E.J. (1994), Defining the new marketing concept, Marketing Management, Vol. 2 No. 4, pp.22-31.

Whyatt, G. and Koschek, R. (2010), Implementing relationship marketing: supermarkets' perspectives, Marketing Intelligence and Planning, Vol. 28 No. 5, pp.582-99. ( Received 21 February 2015; accepted 03 March 2015 ).

Show More Hide
Cited By:
This article has no citations.