Document Type
Article
Publication Date
2004
Publisher
Palgrave Macmillan
Source Publication
Journal of Financial Services Marketing
Source ISSN
1363-0539
Abstract
The extent to which service quality is linked to satisfaction, value and behavioural outcomes continues to be debated in the literature. This research investigated two models involving the linkages between service quality, satisfaction, perceived value, repurchase intention and willingness to recommend to others. The life insurance industry was chosen as the industry for investigation since it is virtually a pure service with little tangibility and high credence properties. Data were collected in Singapore in response to concerns about broadening understanding of these variables cross-culturally. Results of path analysis indicate that service quality has an indirect relationship with behavioural outcome measures via satisfaction and value. The study found that satisfaction was positively associated with customers' re-purchase intentions but its relationship with customers' willingness to recommend to others was relatively weak. This finding has important marketing implications as word-of-mouth has previously been found to have significant influence on customers' purchase decisions.
Recommended Citation
Durvasula, Srinivas; Lysonski, Steven; Mehta, Subhash; and Tang, Buck Peng, "Forging relationships with services: The antecedents that have an impact on behavioural outcomes in the life insurance industry" (2004). Marketing Faculty Research and Publications. 49.
https://epublications.marquette.edu/market_fac/49
Comments
Accepted version. Journal of Financial Services Marketing, Volume 8, No. 4, pp 314–326 (2004). DOI. © 2004 Palgrave Macmillan. Used with permission.