Investigating effects of relationship marketing types in life insurers in Taiwan

The purpose of this paper is to establish a model that identifies the causal relationship among relationship marketing types, service quality and relationship quality on customer loyalty.

Data for this study were collected using in‐depth interviews and surveys from the clients of policyholder service centres of life insurers in Taiwan. A structural equation modelling approach is employed to examine the relationship posited in this study.

The findings are generally consistent with the literature. This study supports all hypotheses. Finally, the article concludes with theoretical and managerial implications of the research findings.

This study attempts to focus on policyholder service centres in the life insurance industry, which have been increasingly emphasized in Taiwan, to examine the impacts that different relationship marketing methods have on service quality, relationship quality and customer loyalty. Based on the results of in‐depth interviews and surveys, this study also attempts to propose a set of references to aid the development and implementation of relationship marketing campaigns and to make further contributions to both the academic and empirical literature.