In the service sector, relationship marketing is essential, particularly when it comes to complicated, extremely intangible goods such as life insurance. This article has recognized distinct interaction determinants and distinct effects on the insurance industry by reproducing the theoretical basis for the research. In view of this theoretical and conceptual diversity, the purpose of this paper is to review and summarize the marketing relationship literature. Indeed, the objective is to carry out a descriptive assessment of empirical literature concentrating on conceptualization, measurement, relationship marketing background, and to provide an integrative model for these backgrounds and implications. In their marketing strategies, the suggested framework can serve as the insurance company's practical guide and boost their competitive advantage.
Volume 11 | 06-Special Issue
Pages: 1773-1782