The Effect of Relational Constructs on Relationship Performance
58 Pages Posted: 20 Jan 2003
Date Written: August 2000 5,
We examine the effect of relational constructs, such as satisfaction, trust and commitment on relationship performance (that is, positive word-of-mouth communication and the margin provided by each customer) of customers of an insurance company. A central issue concerns the effect of duration on the associations between relational constructs and relationship performance. Our empirical results provide strong evidence of duration dependent effects of satisfaction and trust, but we find only weak evidence of such effects on performance.
Keywords: Relationship marketing, Performance, Relationship duration, Insurance industry
JEL Classification: M, M31, C44
Suggested Citation: Suggested Citation