Buyer seller relationships in the UK insurance market: Is this the key competitive advantage?

Abstract

In services marketing much of the recent literature recommends the use of relationship marketing frameworks rather than the extended marketing mix which adds people, process and physical evidence to the traditional four Ps of product, price, promotion and place. In the UK permanent health insurance sector some suppliers sell through intermediaries, making this an ideal environment for testing the value of relationship marketing. Using the Industrial Marketing and Purchasing (IMP) group framework, interviews were conducted with 100 intermediaries. Respondents were asked to rate their top two suppliers against five relationship marketing variables: commercial skills, technical skills, commitment, adaptability and conflict management.