Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)

Relationship Marketing in Insurance Industry: A Systematic Analysis of Literatures

Authors
Nurul Aida Harun, Mohd Nazri Mohd Noor, Afrah Hayati Abdul Rahman
Corresponding Author
Nurul Aida Harun
Available Online July 2018.
DOI
10.2991/piceeba-18.2018.47How to use a DOI?
Keywords
relationship marketing, insurance, systematic analysis, literature review
Abstract

The relationship marketing is important in the service industry especially the one involved the complex, highly intangible services such as life insurance. By reproducing the theoretical based for the study, this paper has acknowledged different determinant of interaction and different impacts on the insurance industry. Considering this theoretical and conceptual diversity, the aim of this paper is to review and summarize the literature dealing with relationship marketing. Indeed, the goal is to realize a descriptive analysis of empirical literature focusing on the conceptualization, measurement, antecedents of relationship marketing, and to provide an integrative model for these antecedents and consequences. The recommended framework may serve as the practical guide for the insurance company in their marketing strategies and increase their competitive advantage.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
July 2018
ISBN
10.2991/piceeba-18.2018.47
ISSN
2352-5428
DOI
10.2991/piceeba-18.2018.47How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Nurul Aida Harun
AU  - Mohd Nazri Mohd Noor
AU  - Afrah Hayati Abdul Rahman
PY  - 2018/07
DA  - 2018/07
TI  - Relationship Marketing in Insurance Industry: A Systematic Analysis of Literatures
BT  - Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)
PB  - Atlantis Press
SP  - 357
EP  - 365
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba-18.2018.47
DO  - 10.2991/piceeba-18.2018.47
ID  - Harun2018/07
ER  -