IDEAS home Printed from
   My bibliography  Save this article

Investigating The Relationship Between Perceived Sacrifice And B To B Customer Satisfaction In The Insurance Industry


  • Petrisoaia Carmen

    () (Academia de Studii Economice, Bucuresti, Scoala Doctorala de Marketing)

  • Nicolae Al. Pop

    () (Academia de Studii Economice Bucuresti, Departamentul de Marketing)


The Romanian insurance market expanded rapidly during the last two decades. Presently, the Insurance Supervisory Commission (CSA) reports 43 insurance companies and 567 insurance brokers. In this extremely dynamic and competitive environment, it is compulsory to control key elements that generate and maintain customer satisfaction. Therefore, the hereto paper concentrates on the influence exerted by perceived sacrifice over the business to business customer satisfaction in the insurance industry. More precisely, the objective is to investigate the impact of effort, time and money spent by the business to business customer over satisfaction. The concept of satisfaction has been intensively explored in the literature due to the fact that both practitioners and academics understood that it held a great significance in determining and preserving customer relationships and therefore, long-term profitability. In the service sector, much research has been conducted in the business to consumer context, especially concentrated on the relationship between service quality and satisfaction, whereas the business to business setting received less attention. In order to explore the relationship between perceived sacrifice and satisfaction, a descriptive research design was used. A questionnaire was created using multiple items for measuring satisfaction and perceived sacrifice and also a number of identification variables. The survey concerned companies that had had benefitted from the services of an insurance broker at least once. Copies of the questionnaire were sent by email to company managers from all the main industries. A total of 85 answers were collected. With the help of SPSS tool, the two measurement scales were tested for reliability and validity and a factor analysis was performed. The next step was to calculate the composite scores for each of the two variables and to carry out the simple linear regression analysis. Our linear model considers that perceived sacrifice is the independent variable, whereas satisfaction is the dependant one. The calculated R2 indicated that perceived sacrifice explained 25% of satisfactionâ€(tm)s variation. We also carried out a multiple linear regression in order to investigate the impact of each of the three components and we found that unlike price and time, effort doesnâ€(tm)t have an influence on satisfaction. The results obtained allow a better understanding of the relationship between perceived sacrifice and satisfaction making management decisions more effective.

Suggested Citation

  • Petrisoaia Carmen & Nicolae Al. Pop, 2012. "Investigating The Relationship Between Perceived Sacrifice And B To B Customer Satisfaction In The Insurance Industry," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1193-1199, July.
  • Handle: RePEc:ora:journl:v:1:y:2012:i:1:p:1193-1199

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    satisfaction; perceived sacrifice; services; business to business; insurance broker;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ora:journl:v:1:y:2012:i:1:p:1193-1199. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Catalin ZMOLE). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.