The influence of length of relationship, gender and age on the relationship intention of short-term insurance clients : an exploratory study
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Date
Authors
Steyn, T.F.J.
Mostert, P.G. (Pierre)
De Jager, J.N.W.
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Economics, University of Pretoria
Abstract
Building long-term relationships with clients is extremely beneficial for organisations. This does not
necessarily imply, however, that the clients themselves need or want a long-term relationship with
an organisation. Relationship marketing could profitably be looked at from the client’s perspective,
at the same time identifying those clients who have a strong relationship intention and would, in
fact, like to engage in a long-term relationship with organisations.
The objective of this research was to explore whether three aspects relating to clients, that is, the
varying lengths of their relationship with organisations, their age and their gender display significantly
different levels of relationship intention. Relationship intention is measured in terms of constructs
like involvement, expectations, forgiveness, feedback and fear of relationship loss.
Non-probability sampling was used in this study, and 114 respondents from the short-term
insurance industry completed self-administered questionnaires. Findings indicate that, for a
group of high relationship-intention clients of a short-term insurance organisation, no practically
significant discrimination exists on any of the relationship-intention constructs for clients’ length
of relationship, gender or age.
Description
This article was written by P.G. Mostert before he joined the University of Pretoria.
Keywords
Long-term relationships, Clients, Relationship marketing, Insurance, Organisation
Sustainable Development Goals
Citation
Steyn, TFJ, Mostert, PG & De Jager, JNW 2008, 'The influence of length of relationship, gender and age on the relationship intention of short-term insurance clients: an exploratory study', South African Journal of Economic and Management Sciences, vol. 11, no. 2, pp. 139-156.