Communication determinants in the insurance industry.

Studies have suggested that the exchange of information is an important element of relationship marketing. Communication can be defined broadly as the formal as well as informal sharing of meaningful and timely information. There is widespread recognition in the literature that communication plays an important role in the insurance industry. Based on a sample of 744 Portuguese car insurance holders, a structural equations model was used to understand the communication determinants between the above mentioned car insurance holders and the insurance companies. The results of structural equations modelling show that interactive service quality, facility service quality, and customer orientation of the contact personnel are determinants of perceived value and reputation. In turn, perceived value directly influences reputation. Finally, perceived value and reputation directly influence communication. The main factor directly influencing communication was reputation with perceived value having less influence. [ABSTRACT FROM AUTHOR]