IMPACT OF THE RATIONAL TYPE FACTORS ON CLIENT SATISFACTION ON THE ROMANIAN INSURANCES MARKET

Cristina Neagoe

Holistic Marketing Management Journal, 2012, vol. 2, issue 3, 27-33

Abstract: The relational marketing theoretical framework represented an important direction in respect of drafting the present scientific study. The fundamental truth acknowledged, by many authorities that decisively contributed to building the theoretical frame within the specific field, is that the most important objective of the modern organizations is cultivating among the clients the emotional commitment. However, as it is known, insurances represent a separate sector within the financial-banking services field as they are highly complex financial products that often create confusions at the level of consumers. Further to these considerations, we can state that the factors that determine the clients to choose an insurance company can be mainly defined by rational motivations. Based on the analysis of the Romanian insurances market, we expect that the factors that are included in the construction of the rational type commitment (price, economic advantage, insurance premium, office localization advantage) have a negative effect on the churn (meaning a positive effect on the clients satisfaction) as opposed to those extracted from the relational marketing literature. In this context, we consider to be highly useful, related to the volume of information possible to be obtained, the construction of the regression type econometric model.

Keywords: rational commitment; relationship marketing; satisfaction; insurances market (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
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