Moderating effects in relationship marketing: The roles of customer expertise and price orientation

This study explains a relationship marketing model in which relationship investment (RI) influences the relationship quality (RQ), which generates customer loyalty (CL) in the life insurance industry and explores the modelʹs moderating effects. This study uses structural equation modeling (SEM) to examine the moderating effects and proposes that the customerʹs price orientation moderates the relationship between RQ and CL. Empirical findings provide further support for the relationship marketing model in that, the more resources, effort, and time the salesperson devotes to the relationship, the greater the RQ the customers perceive. The paper also discusses managerial implications and suggestions for future research.