Abstract:
Building long-term relationships with clients benefit businesses in many ways. However, clients do not
necessarily want to establish long-term relationships with businesses. The objective of this research was to
establish whether clients with different occupational status, income and academic qualifications display
significant differences between the five relationship intention constructs of involvement, expectations,
forgiveness, feedback and fear of relationship loss. A non-probability sample of 114 clients of a short-term
insurance broker completed self-administered questionnaires. Findings indicate that, for a sample of high
relationship intention clients of the insurance broker (including retirees, economically active clients, different
income category clients and clients with different educational profiles) no practically significant differences
were found on any of the relationship intention constructs.
