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Corporate Reputation, Salesperson Trustworthiness and Customer Loyalty in the Life Insurance Industry

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  2. Economics, Finance, Business & Management
  3. Zeitschrift für die gesamte Versicherungswissenschaft
  4. Vol. 113, Issue 2
  5. pp. 283–315

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Schäfer, C., Held, I., Kosch, M., Bergmann, S., Böhm, M., Kross, K. Corporate Reputation, Salesperson Trustworthiness and Customer Loyalty in the Life Insurance Industry. Zeitschrift für die gesamte Versicherungswissenschaft, 113(2), 283-315. https://doi.org/10.3790/zverswiss.2024.1443304
Schäfer, Christian; Held, Iris; Kosch, Marie; Bergmann, Sarah; Böhm, Marlene Emma and Kross, Kenneth-Nolan "Corporate Reputation, Salesperson Trustworthiness and Customer Loyalty in the Life Insurance Industry" Zeitschrift für die gesamte Versicherungswissenschaft 113.2, 2024, 283-315. https://doi.org/10.3790/zverswiss.2024.1443304
Schäfer, Christian/Held, Iris/Kosch, Marie/Bergmann, Sarah/Böhm, Marlene Emma/Kross, Kenneth-Nolan (2024): Corporate Reputation, Salesperson Trustworthiness and Customer Loyalty in the Life Insurance Industry, in: Zeitschrift für die gesamte Versicherungswissenschaft, vol. 113, iss. 2, 283-315, [online] https://doi.org/10.3790/zverswiss.2024.1443304
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Corporate Reputation, Salesperson Trustworthiness and Customer Loyalty in the Life Insurance Industry

Schäfer, Christian | Held, Iris | Kosch, Marie | Bergmann, Sarah | Böhm, Marlene Emma | Kross, Kenneth-Nolan

Zeitschrift für die gesamte Versicherungswissenschaft, Vol. 113 (2024), Iss. 2 : pp. 283–315

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Publisher Name
Duncker & Humblot
DOI
https://doi.org/10.3790/zverswiss.2024.1443304
Language
German
Pages
33

Author Details

Prof. Dr. Christian Schäfer (corresponding author), Faculty of Business Administration, Baden-Württemberg Cooperative State University Mannheim (DHBW), Coblitzallee 1–9, 68163 Mannheim, Germany, Tel.: +49 621 4105 1326, ORCID: https://orcid.org/0009-0004-7940-3685.

Iris Held, Allianz Beratungs- und Vertriebs AG

Marie Kosch, INTER Krankenversicherung AG

Sarah Bergmann, Barmenia Krankenversicherung AG

Marlene Emma Böhm, ERGO Beratung und Vertrieb AG

Kenneth-Nolan Kross, Allianz Beratungs- und Vertriebs AG

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Abstract

Die vorliegende Studie untersucht den Einfluss der Unternehmensreputation und der Vertrauenswürdigkeit des Verkäufers auf die Kundenloyalität von 215 deutschen Kunden, die eine Kapitallebensversicherung abgeschlossen haben. Es handelt sich um eine Querschnittsstudie. Die Unternehmensreputation wird durch die rationale Kompetenzbewertung und die empfundene Sympathie gegenüber dem Versicherer erfasst. Die Ergebnisse zeigen, dass die wahrgenommene Sympathie sowie die Vertrauenswürdigkeit des Verkäufers den jeweils größten Einfluss auf die Kundenzufriedenheit und -loyalität haben, gefolgt von der empfundenen Kernservicequalität. Überraschenderweise hat das Kompetenzniveau keinen direkten Einfluss auf die Kundenloyalität. Unsere Ergebnisse deuten darauf hin, dass ein vertrauenswürdiger Verkäufer Schwächen in der Kompetenz­wahrnehmung eines Versicherungsunternehmens ausgleichen kann. Schließlich legen die Ergebnisse nahe, dass sich das strategische Management von Lebensversicherern auf den Aufbau einer stark emotionalen Bindung und den Aufbau eines vertrauenswürdigen Außendienstes konzentrieren sollte. Assistance Leistungen können den Kunden eine frühe positive Produkterfahrung bieten, üblicherweise in der vieljährigen Ansparphase eines Kapitallebensversicherungsprodukts. Unsere Ergebnisse unterstreichen die Notwendigkeit für Versicherer, als innovativ, fair und sozial engagiert wahrgenommen zu werden und von einem vertrauenswürdigen Außendienst repräsentiert zu werden, um eine hohe Kundenloyalität zu erreichen.

Table of Contents

Section Title Page Action Price
Christian Schäfer et al.: Corporate Reputation, Salesperson Trustworthiness and Customer Loyalty in the Life Insurance Industry 283
Abstract 283
Zusammenfassung 284
1. Introduction 284
2. Conceptual Background 286
3. Empirical Setting and Testing Procedure 289
3.1 Ethical Considerations 289
3.2 Sample and Data Description 289
3.3 Measures 291
3.4 Testing Procedure 291
4. Results 292
4.1 Measurement Model Evaluation 292
4.2 Structural Model Evaluation 296
4.2.1 Predictive Power and Direct Effects 296
4.2.2 Mediation Analysis 300
4.2.3 Moderation Analysis 301
4.2.4 Total Effects 304
5. Discussion 305
6. Limitations 308
7. Conclusion 309
Acknowledgements 310
References 310

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