Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
The interrelationships between selected relationship marketing constructs, customer engagement and behavioural intentions in the life insurance industry
Mini Dissertation (MBA)--University of Pretoria, 2017.
Saved in:
| Other Authors: | |
|---|---|
| Format: | Thesis |
| Language: | English |
| Published: |
University of Pretoria
2018
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613648524935168 |
|---|---|
| access_status_str | Open Access |
| author2 | Petzer, Danie |
| author_browse | Petzer, Danie |
| author_facet | Petzer, Danie |
| collection | Thesis |
| dc_rights_str_mv | © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2017. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/64929 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:29.475Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2018 |
| publishDateRange | 2018 |
| publishDateSort | 2018 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/64929 The interrelationships between selected relationship marketing constructs, customer engagement and behavioural intentions in the life insurance industry Petzer, Danie ichelp@gibs.co.za Singh, Irvana UCTD Mini Dissertation (MBA)--University of Pretoria, 2017. Drawing on relationship marketing theory, this study sought to investigate the interrelationships between selected relationship marketing constructs, customer engagement and behavioural intentions in the life insurance industry. Life insurance, which is characterised as a highly abstract, intangible service consisting largely of credence properties, provided an unusual context for the examination of the relationships between these constructs, specifically the mediating role of customer engagement on behavioural intentions. A deductive research design was employed, and self-administered electronic surveys were fielded among customers of South African life insurance organisations. A total of 282 surveys were returned and the interrelationships between the constructs were examined using structural equation modelling. The findings indicated that trust did not have a positive and significant effect on customer engagement or behavioural intentions and that customer engagement towards a life insurance organisation did not mediate the relationship between trust and behavioural intentions. Customer satisfaction, on the other hand, did have a positive and significant effect on customer engagement and behavioural intentions and customer engagement towards a life insurance organisation did mediate the relationship between customer satisfaction and behavioural intentions. The findings of the study contribute to the developing body of customer engagement literature, in the previously unexplored context of the life insurance industry, in an emerging market context, by contributing an understanding into the interrelationships between the relationship marketing constructs, customer engagement and behavioural intentions and offers key insights into the extent to which the relationship marketing constructs and customer engagement may influence the behavioural intentions of customers in the life insurance industry. lt2018 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2018-05-11T09:03:27Z 2018-05-11T09:03:27Z 30-03-18 2017 Mini Dissertation Singh, I 2017, The interrelationships between selected relationship marketing constructs, customer engagement and behavioural intentions in the life insurance industry, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/64929> http://hdl.handle.net/2263/64929 en © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD The interrelationships between selected relationship marketing constructs, customer engagement and behavioural intentions in the life insurance industry |
| title | The interrelationships between selected relationship
marketing constructs, customer engagement and
behavioural intentions in the life insurance industry |
| title_full | The interrelationships between selected relationship
marketing constructs, customer engagement and
behavioural intentions in the life insurance industry |
| title_fullStr | The interrelationships between selected relationship
marketing constructs, customer engagement and
behavioural intentions in the life insurance industry |
| title_full_unstemmed | The interrelationships between selected relationship
marketing constructs, customer engagement and
behavioural intentions in the life insurance industry |
| title_short | The interrelationships between selected relationship
marketing constructs, customer engagement and
behavioural intentions in the life insurance industry |
| title_sort | interrelationships between selected relationship marketing constructs customer engagement and behavioural intentions in the life insurance industry |
| topic | UCTD |
| url | http://hdl.handle.net/2263/64929 |