A Study of Relationship Marketing Types, Service Quality, and Relationship Quality

This study conducts in-depth interviews as well as an empirical survey to examine relationships of relationship marketing types, service quality, and relationship quality on customer loyalty. Prior studies seldom explore the issue as this life industry in Taiwan. The purpose of this study: 1. Probe the relationship of service quality of client service center of life insurer and relationship quality. 2. This study examines the relationship of relationship quality of client service center of life insurer and customer loyalty; the relationship of relationship marketing types and service quality; the relationship of relationship marketing types and relationship quality; the relationship of relationship marketing types and customer loyalty. The sample for this study is drawn from the clients of client service center of the life insurance industry in Taiwan. Results indicate that service quality is positively related to relationship quality. Relationship quality is related positively to customer loyalty. Relationship marketing types will be positively related to service quality. Relationship marketing types will be positively related to relationship quality. Relationship marketing types will be positively related to customer loyalty. Finally, this concludes provide theoretical implications and managerial implications