Data on Insurance Described by Researchers at Chaoyang University of Technology (Mediating Effects of Relationship Marketing Orientation and Service Quality Orientation On Policyholder Retention In Non-life Insurance Services): Insurance

2024 MAY 14 (NewsRx) -- By a News Reporter-Staff News Editor at Insurance Daily News -- Research findings on Insurance are discussed in a new report. According to news reporting originating in Taichung, Taiwan, by NewsRx editors, the research stated, “PurposeThis study explores the mediating effects of relationship marketing orientation (RMO) and service quality orientation (SQO) on market orientation, selling orientation, and policyholder retention in non-life insurance services. Additionally, it offers important recommendations for non-life insurers in Taiwan for policy development and improving policyholder http://retention.Design/methodology/approachData were collected from a sample of policyholders belonging to the top five non-life insurance companies in Taiwan.”

The news reporters obtained a quote from the research from the Chaoyang University of Technology, “The data were then analyzed with structural equation modeling.FindingsRMO and SQO mediate the effects of the salesperson’s market orientation on policyholder retention. Thus, RMO and SQO are key factors influencing policyholder retention. Consequently, high levels of market orientation should be maintained to increase RMO and SQO, strengthening the retention rate of non-life insurance policyholders.Research limitations/implicationsThe main limitation of this study is its cross-sectional nature. In the future, researchers should collect data from other countries and service industries (e.g. banks, securities, and other financial institutions), expand to different insurance contexts (e.g. life insurance), and conduct longitudinal studies or experimental research.Practical implicationsThe results of this study can act as a guide for providers of non-life insurance services. Based on the research results, we recommend decision-makers pay increased attention to increasing policyholder retention rates by strengthening their firm’s RMO and http://SQO.Originality/valueFew studies have investigated the relationships among market orientation, selling orientation, RMO, SQO, and policyholder retention in non-life insurance services within Asian contexts in general and specifically in Taiwan.”

According to the news reporters, the research concluded: “Thus, this study’s theoretical contributions, managerial implications (especially for decision-makers), and the proposed future research directions represent timely and valuable additions to the literature.”

This research has been peer-reviewed.

For more information on this research see: Mediating Effects of Relationship Marketing Orientation and Service Quality Orientation On Policyholder Retention In Non-life Insurance Services. Asia Pacific Journal of Marketing and Logistics, 2024. Asia Pacific Journal of Marketing and Logistics can be contacted at: Emerald Group Publishing Ltd, Floor 5, Northspring 21-23 Wellington Street, Leeds, W Yorkshire, England. (Emerald Group Publishing - www.emeraldinsight.com; Asia Pacific Journal of Marketing and Logistics - http://www.emeraldinsight.com/journals.htm?issn=1355-5855)

Our news correspondents report that additional information may be obtained by contacting Tsu-Wei Yu, Chaoyang University of Technology, Dept Insurance & Finance Management, Taichung, Taiwan.

The direct object identifier (DOI) for that additional information is: https://doi.org/10.1108/apjml-10-2023-1014. This DOI is a link to an online electronic document that is either free or for purchase, and can be your direct source for a journal article and its citation.

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