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The effect of relationship quality on cross-buying intention in bancassurance channel: a study on bank customers in Thailand (Assumption University Press, 2016)
There are limited studies of relationship marketing in Business-to-Consumer, especially in a bancassurance context, although this theory has been previously used in the marketing studies in the past. Thus, this study employed relationship marketing theory and related constructs to explain the success of bancassurance in Thailand. About 700 questionnaires were distributed but only 443 completed sets of questionnaires were qualified for SEM analysis after data cleaning process. Among the antecedents of relationship quality, only relational bonds ...
(Assumption University Press, 2016)
The purpose of this study is to find the key influencing factors that the brokers used as the heuristic cues when they select the automobile insurance companies and propose it to the end customers. The heuristic theory is employed because the broker's decision processes seem to be repeating. Decision influencing factors, mostly, are not different across customers except in some minor conditions. Regarding the common business decision, the major heuristic cues cover both benefit or cost factors. Previous literature in the insurance context ...