This study explains a relationship marketing model in which relationship investment (RI) influences the relationship quality (RQ), which generates customer loyalty (CL) in the life insurance industry and explores the model’s moderating effects. This study uses structural equation modeling (SEM) to examine the moderating effects and proposes that the customer’s price orientation moderates the relationship between RQ and CL. Empirical findings provide further support for the relationship marketing model in that, the more resources, effort, and time the salesperson devotes to the relationship, the greater the RQ the customers perceive. The paper also discusses managerial implications and suggestions for future research.
Key words: Relationship marketing, relationship quality, price orientation, customer loyalty, life insurance.
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