Title: Cause and effect among expected, predicted and perceived relationship quality: the case of Taiwanese life insurance companies

Authors: Tser-Yieth Chen, Yu-Ting Chou

Addresses: Department of International Business, National Dong Hwa University, No. 1, Sec. 2, Da-Hsueh Road, Shou-feng, Hualien, 97401, Taiwan, ROC. ' Department of International Business, National Dong Hwa University, No. 1, Sec. 2, Da-Hsueh Road, Shou-feng, Hualien, 97401, Taiwan, ROC

Abstract: The aim of this article is to investigate the gap among expectation relationship quality, predicted relationship quality and perceived relationship quality and to discuss the antecedent variables of exception relationship quality, execute an empirical research in the life insurance industry in Taiwan. Empirical result verifies that there are positive relationship on the targeted hypothesis, expected the relationship between adequate relationship quality and perceived relationship quality. The gap among the expected relationship quality, predicted relationship quality and perceived relationship quality really exists, and the trust of relationship quality have a most significant gap, rather than relationship satisfaction and commitment.

Keywords: relationship development activities; trust; expected relationship quality; predicted relationship quality; perceived relationship quality; adequate relationship quality; customer relationship management; CRM; Taiwan; life insurance industry.

DOI: 10.1504/IJECRM.2007.014425

International Journal of Electronic Customer Relationship Management, 2007 Vol.1 No.1, pp.41 - 60

Published online: 05 Jul 2007 *

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