The influence of length of relationship, gender and age on the relationship intention of short-term insurance clients : an exploratory study

dc.contributor.authorSteyn, T.F.J.
dc.contributor.authorMostert, P.G. (Pierre)
dc.contributor.authorDe Jager, J.N.W.
dc.date.accessioned2014-07-29T10:04:45Z
dc.date.available2014-07-29T10:04:45Z
dc.date.issued2008
dc.descriptionThis article was written by P.G. Mostert before he joined the University of Pretoria.en_US
dc.description.abstractBuilding 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.en_US
dc.description.librarianam2014en_US
dc.description.urihttp://www.sajems.org/en_US
dc.identifier.citationSteyn, 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.en_US
dc.identifier.issn1015-8812 (print)
dc.identifier.issn2222-3436 (online)
dc.identifier.urihttp://hdl.handle.net/2263/40971
dc.language.isoenen_US
dc.publisherDepartment of Economics, University of Pretoriaen_US
dc.rights© 2013. The Authors.en_US
dc.subjectLong-term relationshipsen_US
dc.subjectClientsen_US
dc.subjectRelationship marketingen_US
dc.subjectInsuranceen_US
dc.subjectOrganisationen_US
dc.titleThe influence of length of relationship, gender and age on the relationship intention of short-term insurance clients : an exploratory studyen_US
dc.typeArticleen_US

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