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Effects of marketing and relationship variables on service intermediaries' promotional program participation

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  • Shih-Ping Jeng

Abstract

Many service companies sell services through independent intermediaries. Using the Taiwanese life insurance industry as a research context, the author investigates the influence of a life insurance company's marketing (product attractiveness and financial incentives) and relationship (interpersonal relationships and bargaining costs) variables on banks' participation in its promotional program. Both marketing and relationship variables significantly affect the bank's participation, though the marketing variables are more important determinants of participation. Product attractiveness dominates all other factors. Finally, these variables have independent rather than contingent effects on the bank's decisions.

Suggested Citation

  • Shih-Ping Jeng, 2008. "Effects of marketing and relationship variables on service intermediaries' promotional program participation," The Service Industries Journal, Taylor & Francis Journals, vol. 28(4), pages 555-565, May.
    • Handle: RePEc:taf:servic:v:28:y:2008:i:4:p:555-565
    DOI: 10.1080/02642060801917703
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