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Relationship Quality Between In-Groups and Out-Groups

Shamdasani, Prem / Jung, Kwon

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Abstract

This study aims to investigate the differences in relationship quality between in-group and out-group relational ties between providers and customers of personal life insurance service. Based on the model proposed by Crosby, Evans, and Cowles (1990), the relationship quality model used in this study is modified to be better fitted to the personal life insurance service context by incorporating communication behaviors as antecedent variables of relationship quality.

The proposed model was tested with 286 life insurance customers. The results found different patterns of relationships between the in-group and the out-group relational ties between a salesperson and a customer. The results also found significant influence of communication behaviors on relationship quality together with other antecedent variables.

Issue Date
2011-05
Publisher
The Clute Institute
Keywords
relationship quality; in-group and out-group relational ties; unsought services
Citation
International Business and Economics Research Journal, v.10, no.6, pp.33 - 51, 2011
DOI
10.19030/iber.v10i6.4371
Journal Title
International Business and Economics Research Journal
Start Page
33
End Page
51
ISSN
1535-0754
Language
English
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