Exploring the relationship intention concept in two South African service industries

dc.contributor.authorDelport, H.
dc.contributor.authorMostert, P.G. (Pierre)
dc.contributor.authorSteyn, T.F.J.
dc.contributor.authorDe Klerk, S.
dc.date.accessioned2016-08-18T06:15:50Z
dc.date.available2016-08-18T06:15:50Z
dc.date.issued2010
dc.descriptionThis article was written by P.G. Mostert before he joined the University of Pretoria.en_ZA
dc.description.abstractIdentifying customers who have the intention to build long-term relationships is beneficial for banking and life insurance organisations as it will afford marketers the opportunity to segment customers according to their relationship preferences. This may prevent money and resources being spent with little effect trying to develop a relationship with customers who do not intend to build a long-term relationship with the organisation. However, it is difficult to understand the nature of relationship intention without understanding the constructs used to measure relationship intention, namely involvement, expectations, forgiveness, feedback and fear of relationship loss. The purpose of this study is to determine whether these five relationship intention constructs are applicable to the banking and life insurance industries in Gauteng, South Africa. Data was gathered from 401 banking (n=202) and life insurance (n=199) customers. Findings confirm that the five constructs to measure relationship intention are applicable to the selected services and identified an additional four factors that support some of the five constructs. However, no differences were found between respondents with different relationship lengths and their views pertaining to the identified factors.en_ZA
dc.description.departmentMarketing Managementen_ZA
dc.description.librarianam2016en_ZA
dc.description.urihttp://reference.sabinet.co.za/sa_epublication/jcmanen_ZA
dc.identifier.citationDelport, H, Mostert, PG, Steyn, TFJ & de Klerk, S 2010, 'Exploring the relationship intention concept in two South African service industries', Journal of Contemporary Management, vol. 7, pp. 290-307.en_ZA
dc.identifier.issn1815-7440
dc.identifier.urihttp://hdl.handle.net/2263/56383
dc.language.isoenen_ZA
dc.publisherProf. Marthie Grobleren_ZA
dc.rightsProf. Marthie Grobleren_ZA
dc.subjectRelationship marketingen_ZA
dc.subjectRelationship intentionen_ZA
dc.subjectRelationship lenghen_ZA
dc.subjectBankingen_ZA
dc.subjectLife insuranceen_ZA
dc.titleExploring the relationship intention concept in two South African service industriesen_ZA
dc.typeArticleen_ZA

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