Abstract
This study aims to investigate the differences in relationship quality between in-group and out-group relational ties between providers and customers of personal life insurance service. Based on the model proposed by Crosby, Evans, and Cowles (1990), the relationship quality model used in this study is modified to be better fitted to the personal life insurance service context by incorporating communication behaviors as antecedent variables of relationship quality.The proposed model was tested with 286 life insurance customers. The results found different patterns of relationships between the in-group and the out-group relational ties between a salesperson and a customer. The results also found significant influence of communication behaviors on relationship quality together with other antecedent variables.
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