Affiliation:
1. College of Business, Arizona State University.
2. First Interstate Center for Services Marketing.
Abstract
Complex, highly intangible services such as life insurance consist largely of credence properties. Insurance providers engage in relationship-building activities that emphasize buyer-seller interaction and communication. Economists contend consumers are prone to make quality generalizations based on the strength of these relationships, perhaps to the detriment of price competition. The authors report contrary results suggesting that, though relationship marketing adds value to the service package, it is not a substitute for having a strong, up-to-date core service.
Subject
Marketing,Economics and Econometrics,Business and International Management
Reference14 articles.
1. HåkanssonHåkan (1982), International Marketing and Purchasing of Industrial Goods. New York: John Wiley & Sons, Inc., 10–27.
Cited by
532 articles.
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