Abstract
The purposes of this study are to examine the relationship between life insurance service providers’ attributes and customers’ perceived relationship quality and the moderating effects of customer gender on the relationship between service providers’ attributes and relationship quality. Survey data from 276 customers of three life insurance companies in Taiwan indicate that service providers’ attributes are positively related to customers’ perceived relationship quality. Also, customer gender has a significant moderating effect on the relationship between service providers’ attributes and relationship quality. Implications of these findings as well as future research directions are subsequently discussed.
Notes
**p < .01.
*p < .05. **p < .01.
*p < .05. **p < .01.