Effects of marketing and relationship variables on service intermediaries' promotional program participation

Shih-Ping Jeng

The Service Industries Journal, 2008, vol. 28, issue 4, 555-565

Abstract: Many service companies sell services through independent intermediaries. Using the Taiwanese life insurance industry as a research context, the author investigates the influence of a life insurance company's marketing (product attractiveness and financial incentives) and relationship (interpersonal relationships and bargaining costs) variables on banks' participation in its promotional program. Both marketing and relationship variables significantly affect the bank's participation, though the marketing variables are more important determinants of participation. Product attractiveness dominates all other factors. Finally, these variables have independent rather than contingent effects on the bank's decisions.

Date: 2008
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DOI: 10.1080/02642060801917703

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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