lmpact of Relationship Drivers Model and Trust on Customer Commitment in Life Insurance Industry in Padang

Anwar, Regina (2009) lmpact of Relationship Drivers Model and Trust on Customer Commitment in Life Insurance Industry in Padang. Other thesis, Fakultas Ekonomi.

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Abstract

Presents the previous researeh of customer commitment this res�arch purpose to examine the influence of relationship drivers model and trust on customer commitment. The relationship drivers model used in this research are economic value, customer recognition, switching cost, confidence benefit, shared value, and prefurential treatment. There are 150 respondents from lib insurance industry in Padang comprehended in this reseerch. The respondents which involved are taken by using convenience sampling. The data is analyzed by examining the questionnaires have been disttibuted, using SPSS program. The findings can be taken as marketers consideration which the most valuable key motivations why customers enga�ge in a commitment of an insurance company. The estimated impact of each relationship driver offers important financial and managerial implications to marketers who must make trade-olls of competing matketing investments to build customer relationships on the basis of maximizing customer lifetime value Keywords: Relationship drivers, Trust, Customer commitment.

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