Relationship Marketing And Insurance: A Systematic Literature Review


Ramasamy, Suganthi and Mohd Noor, Mohd Nazri and Harun, Nurul Aida (2019) Relationship Marketing And Insurance: A Systematic Literature Review. Sci.Int.(Lahore), 31 (2). pp. 255-260. ISSN 1013-5316

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The purpose of this paper is analyzing the existing academic literature within the last ten years of relationship marketing in the insurance business. Relationship marketing is imperative in the insurance business as it involved the complex and highly intangible services such as life insurance products. By producing the theoretical foundations, this paper has recognized different constructs of relationship marketing practices and different impacts on the insurance business. Guided by the PRISMA Statement (Preferred Reporting Items for Systematic reviews and Meta-Analyses) review method, a systematic review of the Scopus and Web of Science databases identified 18 related studies. To provide needed inputs to the insurance business and related policy makers for the development of relevant framework, this paper aims to provide a way forward for the insurance business to understand relationship marketing and increase their competitiveness.

Item Type: Article
Uncontrolled Keywords: Relationship marketing, insurance, systematic analysis
Subjects: H Social Sciences > HG Finance > HG8011-9999 Insurance > HG8751-9295 Life insurance
Divisions: Faculty of Business (FOB)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 21 Apr 2022 00:10
Last Modified: 21 Apr 2022 00:10


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