Abstract
Based on the social exchange theory, both relationship-selling behaviours and switching-barrier strategies are often adopted together in some complex, customised and continuous stream of transaction service contexts. The purpose of this study is to examine the joint impact of relationship-selling behaviours and switching barriers as a potential moderator in the light of the current service quality, customer satisfaction and customer loyalty paradigm. Results of a moderated regression analysis (MRA) from Taiwan's life insurance industry provide evidence that core-service quality and relationship quality are positive contributors to customer satisfaction, which in turn contributes positively to customer loyalty as expected. In addition, as the joint impact of relationship-selling behaviours and switching barriers is introduced in the research framework, the positive relationship between core-service quality and customer satisfaction diminishes and so does the positive relationship between customer satisfaction and customer loyalty. Managerial implications are provided herein.
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