Impact of Relationship Marketing Dimensions on Word-of-Mouth Communications in the Insurance Industry in Nigeria
Keywords:
relationship marketing; WOM communication; customer loyalty; insurance industry; NigeriaAbstract
Insurance plays a prominent backbone in a country’s economic growth through its financial
intermediary role. Although previous researchers have examined the different factors that influence
customers’ satisfaction and patronage of insurance such as corporate image, fair premium, prompt
settlement of claims, etc., not much has been achieved as demand for insurance still remains at a low
ebb. Thus, insurance industry in Nigeria has achieved below its potential in its one century years of
existence. This paper examines the impact of relationship marketing on word of mouth (WOM)
communication in the insurance industry in Nigeria. Population of study comprises all insurance
consumers in Lagos metropolis. Data was collected through the completion of questionnaire distributed
to a sample of 400 policy holders selected via convenience sampling technique. Correlation and
regression analyses were applied on the data collected using SPSS version 20 software. Findings
indicated that relationship marketing components were positively correlated with WOM
communication. The R-squared statistic revealed that 67.5% variance in the dependent variable was
explained by variances in the independent variables collectively. The paper therefore recommends that
insurance firms in Nigeria should adopt relationship marketing strategy to earn customer satisfaction
whose consequences are both customers’ positive WOM communication and loyalty.
References
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communications. Examining the mediating role of customer loyalty. Marketing and Branding Research
3, pp. 63-74. doi:1019237/MBR.2016.01.06.
Akpan, I. (2005). Principles of insurance and risk management. Uyo: Abaani Publishing Company, pp.
68-90.
Alinvi, F. & Babri, M. (2007). Customer’s preferences of insurance services. International Business
Programme. diva-portal.org/smash/get/diva:141315/FULLTEXTO1.pdf.
Anabila, P.; Narteh, B. & Twenboah-Koduah, E. Y. (2012). Relationship marketing practices and
customer loyalty: Evidence from the banking industry in Ghana. European journal of Business and
Management, 4(13), pp. 51-61.
Anderson, J. C. & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working
partnership. Journal of Marketing, 54, pp. 42-58.
Arndt, J. (1967). Word of mouth advertising and informal communication. In Cox D. F. (ed), Risk
taking and information handling in consumer behavior. Cambridge Mass: Havard University Press, pp.
188-239.
Berry, L. L. (1983). Relationship Marketing’ In Berry, L. L.; Shostack, G. L. & Upah, G. D. (Eds).
Emerging Perspectives on Services Marketing, American Marketing Association, Chicago IL, pp. 25-
28.
Blau, P. M. (1964). Exchange and power in social life. New York, Wiley.
Bone, P. F. (1995). Word of mouth effects on short term and long term product judgements. Journal of
Business Research, 32, pp. 213-223. https://doi.org/10.1016/0148-2963(94)00047-1.
Buttle, F. (1996). Relationship marketing: Theory and practice. London: Paul Chapman Publishing Ltd.
Cenfri (2018). The role of insurance in inclusive growth: Nigeria diagnostic. The World Bank.
Cheung, C. M. K. & Thadani, D. R. (2012). The impact of electronic word of mouth communication:
A literature, analysis and integrative model. Decision Support Systems 54(1), 461-470
https://doi.org/10.1016/j.dss.2012.06.008.
Chuwkudeh, S. O. (2016). The bane of selling general insurance in Nigeria. International Journal of
Social Sciences, 2(3), pp. 130-149.
Claycomb, C. & Martin, C. L. (2002). Building customer relationship: An inventory of service
providers. Journal of Services Marketing, 16(7), pp. 615-635 doi:10.1108/EUM00000006109.
Cochran, W. G. (1997). Sampling techniques (3rd ed). New York: John Wiley & Sons.
Cropanzano, R.; Anthony, E. L.; Daniels, S. & Hall, A. V. (2017). Social exchange theory: A critical
review with theoretical remedies. Academy of Management Annals, 11(1), 1-38.
doi:10.5465/annals.2015.0099.
Damtew, K. & Pagidimarri, V. (2013). The role of trust in building customer loyalty in insurance sector
– A study. IOSR Journal of Business and Management (IOSR-JBM), 14(4), pp. 82-93.
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback
mechanisms, management science, 49(10), pp. 1407-1424. doi:102139/SSM393042
Dushyenthan, T. (2012). Interactive marketing and its impact on customer satisfaction – The study of
mobile communication service providers in Jaffna Srilanka (A comparative study of Dialog and
mobitel). Global Journal of Management and Business Research 12(14), pp. 1-8.
http://creativecommons.org/licenses/by-nc/3.0/.
Ebitu, E. T.; Ibok, N. I. & Mbum, P. A. (2012). Factors affecting insurance consumption in Akwa Ibom
state, Nigeria. Journal of Research in International Business and Management, 2(12), pp. 323-328.
Fan, Y. W. & Maio, Y. F. (2012). Effect of electronic word of mouth on consumer purchase intention:
The perspective of gender differences. International Journal of Electronic Business Management,
10(3), p. 175.
Goodwin, C. (1994). Between friendship and business: Communal relationship in service exchanges.
Working Paper. University of Manitoba.
Gouldner, A. (1960). The norm of reciprocity. American Sociological Review, 25, pp. 161-178.
doi:10.2307/2092623
Gronroos, C. (1995). The rebirth of modern marketing – six propositions about relationship marketing
Working Paper, p. 307. Swedish School of Economics and Business Administration, Helsinki.
Gruen, T. W. (1997). Relationship marketing: The route to marketing efficiency and effectiveness.
Counterpoint: Business Horizon November/December.
Guede, J. R. S.; Curiel, J. E. & Antonovica, A. (2018). Word of mouth communication as a consequence
of Relationship Quality in Online Environments. Palabra Clave, 21(4), pp. 1075-1106.
doi:10.5294/pacla.2018.21.4.6.
Gummesson, E. (1994). Making relationship marketing operational. International Journal of service
industry management 5(5), pp. 5-20. https://doi.org/10.1108/09564239410074349.
Gupta, A. & Sahu, G. P. (2012). A literature review and classification of relationship marketing
research. International Journal of customer Relationship Marketing and Management, 3(1), pp. 56-81.
doi:10.4018/ijcrmm.2012010104.
Gurcu, M. & Korkmaz, S. (2018). The importance of word of mouth communication on healthcare
marketing and its influence on consumers’ intention to use health care. International Journal of Health
Management and Toursim, 3(1), pp. 1-22. Doi:10.31201/ijhmt.364494
Halim, Iqram; Yusuf, M. & Chamaliyah. (2017). The effect of marketing communication and
relationship marketing to business success (study on consumer UD. MitraPhilips Seafood Indonesia in
Tampo. IOSR Journal of Business and Management (IOSR-JBM), 19(4), pp. 18-22.
Hosmer, T. (1995). Trust: The connecting link between organizational theory and philosophical ethics.
Academy of Management Review, 20 (2), pp. 379-403 doi:10.2307/258851.
Ibok, N. I. (2006). Determinants of insurance consumption in the South-South zone, Nigeria.
Unpublished Doctoral thesis. University of Calabar. Nigeria.
Jalili, N.; Behboudi, M. & Najafi, K. (2014). Revised relationship marketing model in service sector
(case study: insurance industry). First marketing national meeting, opportunities and challenges.
Knoll, J. & Proksch, R. (2015). Why we watch others responses to online advertising-investigating
users’ motivations for viewing user generated content in the context of online advertising. Journal of
Marketing Communications, pp. 1-13.
Kotler, P. (2003). Marketing management (11th Ed) Upper Saddle River. New Jersey: Pearson
Education, Inc.
Maisam, S. & Mahsa, R. (2016). Positive word of mouth marketing: Explaining the roles of value
congruity and brand love. Journal of Competitiveness, 8(1), pp. 19-37. doi:10.7441/joc.2016.01.02.
Mazzol, T.; Sweeney, J. C. & Soutar, G. N. (2007). Factors influencing word of mouth effectiveness:
Perceivers perspectives. European Journal of Marketing 42(3/4), pp. 344-364.
Mbang, P. & Phiri, M. A. (2015). Trust and communication as predictors of customer satisfaction in
Business to business relationship marketing in South African cement manufacturing industry. Journal
of Governance and Regulation, 4(2), pp. 1-7.
Milakovic, I. & Mihic, M. (2016). Word of mouth communication: A multi-dimensional approach, 12,
pp. 39-50. Business source complete EBSCOhost (Online) (Accessed: 20 Nov. 2017).
Milakovic, I. K.; Mihic, M. & Ivasecko, N. (2017). Antecedents of traditional and electronic word of
mouth communication: Student population based study. Mostariensia, 21, 1, pp. 97-111.
Mokhtaran, M. & Komeilian, B. (2016). Exploring the effect of customer orientation on Dana insurance
performance considering relations and service quality management. Faculty of Business, Economics
and entrepreneurship. International Review, pp. 3-4
Morgan, R. M. & Hunt, S. D. (1994). The commitment trust theory of relationship marketing. Journal
of Marketing, 58(3), pp. 20-38. doi:10.2307/1252308.
Naz, F. (2014). Word of mouth and its impact on marketing. International Journal of Scientific and
Research Publication 4(1), pp. 1-4.
Ndubisi, N. O. & Wah, K. W. (2005). Factorial and discriminant analyses of the underpinning of
relationship marketing and customer satisfaction. Internal Journal of Bank Marketing, 23(3), pp. 542-
557. doi:10.1108/02652320510629908
Ndubisi, N. O. (2006). Relationship marketing and customer loyalty. Marketing intelligence and
planning, 25, pp. 98-106. https://doi.org/10.1108/02634500722425.
Nebo, G. N. & Okolo, V. O. (2016). Effects of the strategies for customer satisfaction on the
performance of insurance firms in Enugu metropolis. IOSR Journal of Business and Management
(IOSR_JBM), 18(5), pp. 78-90.
Ngoma, M. & Ntale, P. D. (2019). Word of mouth communication: A mediator of relationship
marketing and customer loyalty. Cogent Business and Management, 6, pp. 1-20.
doi:10.1080/23311975.2019.1580123.
Ng, S., David, M.E., & Dagger, T.S. (2011). Generating positive word of mouth in the service
experience. Managing Service Quality, 21(2), pp. 133-151. Doi: 10.1108/09604521111113438.
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and loyalty in Vietnamese Life Insurance selling. Sustainability, 10, pp. 2-16. doi:10.3390/su10041151
Ntale, P. D.; Ngoma, M. & Musiime, A. (2013). Relationship marketing, word of mouth communication
and consumer loyalty in the Ugandan mobile telecommunication industry. African Journal of Business
Management, 7(5), pp. 354-359
Nwakanma, H. & Jackson, A. S. (2007). Relationship marketing: An important tool for success in the
marketplace. Journal of Business & Economics Research 5(2), pp. 55-64 doi:10.19030/jber.v5i2.2522
Nwankwo, S. I. & Ajemunigbohun, S. S. (2013). Customer relationship management and customer
retention: Empirical assessment from Nigeria’s insurance industry. Business and Economics Journal,
4(2), pp. 1-6.
Nwankwo, S. I. & Durowoju, S. T. (2011). Customers’ evaluation of the quality of insurance services
in Lagos, Nigeria. International Journal of Business and Management 6(10), pp. 265-269.
Ogbechi, A. D., Okafor, L. I. & Onafade, T. A. (2018). Determinants of customer satisfaction and
loyalty in relation to corporate performance of insurance industry in Nigeria. International Journal of
Economics, Commerce and Management 6(4), pp. 679-683
Okonkwo, I. V. & Eche, A. U. (2019). Insurance penetration rate and economic growth in Nigeria:
1981-2017. International Journal of Social Sciences and Management Review, 2(1), pp. 21-45.
Parsa, S. Y. & Sadeghi, T. (2015). Effect of relationship marketing word of mouth in life insurance
with the approach of trust and commitment: Case study of Karafarin Insurance agents in Mashhad.
International Journal of Management, Accounting and Economics, 2(10), pp. 1-17.
doi:10.19237/MBR.2016.01.06
Peng, L. Y. & Wang, Q. (2006). Impact of relationship marketing tactics (RMTs) on switchers and
stayers in Mashhad. International Journal of Management, Accountingand Economics, 2(10), pp. 1-17.
Pressey, A. D. & Mathews, B. P. (2004). Patterns of trust in buyer-seller relationships: Motives for
formation, drivers, outcomes and temporal relationships. Journal of Consumer Behaviour, 3(1), pp. 81-
100. doi:10.1362/147539204323074619
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Viral, Buzz and Word of Mouth Evolution. Oxford: Butterworth – Heinemann, pp. 47-59.
***(Sigma No3/2017). Africa Insurance Barometer, 2018. Market survey.
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marketing orientation on business performance in a service oriented economy. Journal of service
marketing, 16(7), pp. 656-676 doi:10.1108/08876040210447360.
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to ISCTE Business School. Instituto Universitario de Lisboa.
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study on mobile service providing companies in Sri Lanka. Global Journal of Management and
Business Research 12(18), pp. 1-8.
Sohail, M. S. (2012). The antecedents of relationship marketing and customer loyalty: A conceptual
framework to determine outcomes. 2012. International Conference on Economics Business Innovation
IPEDR, p. 38. Singapore.
Storey, R. (2008). Word of mouth and viral marketing: Deconstructing the ‘Buzz’ Cambridge.
Cambridge Marketing College.
Theron, E. & Terblanche, N. S. (2009). Dimensions of relationship marketing in business to business
financial services. International Journal of Market Research, 52(3), pp. 383-402
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economy and trade in structural transformation and inclusive development. Trade & Development
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communications. Examining the mediating role of customer loyalty. Marketing and Branding Research
3, pp. 63-74. doi:1019237/MBR.2016.01.06.
Akpan, I. (2005). Principles of insurance and risk management. Uyo: Abaani Publishing Company, pp.
68-90.
Alinvi, F. & Babri, M. (2007). Customer’s preferences of insurance services. International Business
Programme. diva-portal.org/smash/get/diva:141315/FULLTEXTO1.pdf.
Anabila, P.; Narteh, B. & Twenboah-Koduah, E. Y. (2012). Relationship marketing practices and
customer loyalty: Evidence from the banking industry in Ghana. European journal of Business and
Management, 4(13), pp. 51-61.
Anderson, J. C. & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working
partnership. Journal of Marketing, 54, pp. 42-58.
Arndt, J. (1967). Word of mouth advertising and informal communication. In Cox D. F. (ed), Risk
taking and information handling in consumer behavior. Cambridge Mass: Havard University Press, pp.
188-239.
Berry, L. L. (1983). Relationship Marketing’ In Berry, L. L.; Shostack, G. L. & Upah, G. D. (Eds).
Emerging Perspectives on Services Marketing, American Marketing Association, Chicago IL, pp. 25-
28.
Blau, P. M. (1964). Exchange and power in social life. New York, Wiley.
Bone, P. F. (1995). Word of mouth effects on short term and long term product judgements. Journal of
Business Research, 32, pp. 213-223. https://doi.org/10.1016/0148-2963(94)00047-1.
Buttle, F. (1996). Relationship marketing: Theory and practice. London: Paul Chapman Publishing Ltd.
Cenfri (2018). The role of insurance in inclusive growth: Nigeria diagnostic. The World Bank.
Cheung, C. M. K. & Thadani, D. R. (2012). The impact of electronic word of mouth communication:
A literature, analysis and integrative model. Decision Support Systems 54(1), 461-470
https://doi.org/10.1016/j.dss.2012.06.008.
Chuwkudeh, S. O. (2016). The bane of selling general insurance in Nigeria. International Journal of
Social Sciences, 2(3), pp. 130-149.
Claycomb, C. & Martin, C. L. (2002). Building customer relationship: An inventory of service
providers. Journal of Services Marketing, 16(7), pp. 615-635 doi:10.1108/EUM00000006109.
Cochran, W. G. (1997). Sampling techniques (3rd ed). New York: John Wiley & Sons.
Cropanzano, R.; Anthony, E. L.; Daniels, S. & Hall, A. V. (2017). Social exchange theory: A critical
review with theoretical remedies. Academy of Management Annals, 11(1), 1-38.
doi:10.5465/annals.2015.0099.
Damtew, K. & Pagidimarri, V. (2013). The role of trust in building customer loyalty in insurance sector
– A study. IOSR Journal of Business and Management (IOSR-JBM), 14(4), pp. 82-93.
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback
mechanisms, management science, 49(10), pp. 1407-1424. doi:102139/SSM393042
Dushyenthan, T. (2012). Interactive marketing and its impact on customer satisfaction – The study of
mobile communication service providers in Jaffna Srilanka (A comparative study of Dialog and
mobitel). Global Journal of Management and Business Research 12(14), pp. 1-8.
http://creativecommons.org/licenses/by-nc/3.0/.
Ebitu, E. T.; Ibok, N. I. & Mbum, P. A. (2012). Factors affecting insurance consumption in Akwa Ibom
state, Nigeria. Journal of Research in International Business and Management, 2(12), pp. 323-328.
Fan, Y. W. & Maio, Y. F. (2012). Effect of electronic word of mouth on consumer purchase intention:
The perspective of gender differences. International Journal of Electronic Business Management,
10(3), p. 175.
Goodwin, C. (1994). Between friendship and business: Communal relationship in service exchanges.
Working Paper. University of Manitoba.
Gouldner, A. (1960). The norm of reciprocity. American Sociological Review, 25, pp. 161-178.
doi:10.2307/2092623
Gronroos, C. (1995). The rebirth of modern marketing – six propositions about relationship marketing
Working Paper, p. 307. Swedish School of Economics and Business Administration, Helsinki.
Gruen, T. W. (1997). Relationship marketing: The route to marketing efficiency and effectiveness.
Counterpoint: Business Horizon November/December.
Guede, J. R. S.; Curiel, J. E. & Antonovica, A. (2018). Word of mouth communication as a consequence
of Relationship Quality in Online Environments. Palabra Clave, 21(4), pp. 1075-1106.
doi:10.5294/pacla.2018.21.4.6.
Gummesson, E. (1994). Making relationship marketing operational. International Journal of service
industry management 5(5), pp. 5-20. https://doi.org/10.1108/09564239410074349.
Gupta, A. & Sahu, G. P. (2012). A literature review and classification of relationship marketing
research. International Journal of customer Relationship Marketing and Management, 3(1), pp. 56-81.
doi:10.4018/ijcrmm.2012010104.
Gurcu, M. & Korkmaz, S. (2018). The importance of word of mouth communication on healthcare
marketing and its influence on consumers’ intention to use health care. International Journal of Health
Management and Toursim, 3(1), pp. 1-22. Doi:10.31201/ijhmt.364494
Halim, Iqram; Yusuf, M. & Chamaliyah. (2017). The effect of marketing communication and
relationship marketing to business success (study on consumer UD. MitraPhilips Seafood Indonesia in
Tampo. IOSR Journal of Business and Management (IOSR-JBM), 19(4), pp. 18-22.
Hosmer, T. (1995). Trust: The connecting link between organizational theory and philosophical ethics.
Academy of Management Review, 20 (2), pp. 379-403 doi:10.2307/258851.
Ibok, N. I. (2006). Determinants of insurance consumption in the South-South zone, Nigeria.
Unpublished Doctoral thesis. University of Calabar. Nigeria.
Jalili, N.; Behboudi, M. & Najafi, K. (2014). Revised relationship marketing model in service sector
(case study: insurance industry). First marketing national meeting, opportunities and challenges.
Knoll, J. & Proksch, R. (2015). Why we watch others responses to online advertising-investigating
users’ motivations for viewing user generated content in the context of online advertising. Journal of
Marketing Communications, pp. 1-13.
Kotler, P. (2003). Marketing management (11th Ed) Upper Saddle River. New Jersey: Pearson
Education, Inc.
Maisam, S. & Mahsa, R. (2016). Positive word of mouth marketing: Explaining the roles of value
congruity and brand love. Journal of Competitiveness, 8(1), pp. 19-37. doi:10.7441/joc.2016.01.02.
Mazzol, T.; Sweeney, J. C. & Soutar, G. N. (2007). Factors influencing word of mouth effectiveness:
Perceivers perspectives. European Journal of Marketing 42(3/4), pp. 344-364.
Mbang, P. & Phiri, M. A. (2015). Trust and communication as predictors of customer satisfaction in
Business to business relationship marketing in South African cement manufacturing industry. Journal
of Governance and Regulation, 4(2), pp. 1-7.
Milakovic, I. & Mihic, M. (2016). Word of mouth communication: A multi-dimensional approach, 12,
pp. 39-50. Business source complete EBSCOhost (Online) (Accessed: 20 Nov. 2017).
Milakovic, I. K.; Mihic, M. & Ivasecko, N. (2017). Antecedents of traditional and electronic word of
mouth communication: Student population based study. Mostariensia, 21, 1, pp. 97-111.
Mokhtaran, M. & Komeilian, B. (2016). Exploring the effect of customer orientation on Dana insurance
performance considering relations and service quality management. Faculty of Business, Economics
and entrepreneurship. International Review, pp. 3-4
Morgan, R. M. & Hunt, S. D. (1994). The commitment trust theory of relationship marketing. Journal
of Marketing, 58(3), pp. 20-38. doi:10.2307/1252308.
Naz, F. (2014). Word of mouth and its impact on marketing. International Journal of Scientific and
Research Publication 4(1), pp. 1-4.
Ndubisi, N. O. & Wah, K. W. (2005). Factorial and discriminant analyses of the underpinning of
relationship marketing and customer satisfaction. Internal Journal of Bank Marketing, 23(3), pp. 542-
557. doi:10.1108/02652320510629908
Ndubisi, N. O. (2006). Relationship marketing and customer loyalty. Marketing intelligence and
planning, 25, pp. 98-106. https://doi.org/10.1108/02634500722425.
Nebo, G. N. & Okolo, V. O. (2016). Effects of the strategies for customer satisfaction on the
performance of insurance firms in Enugu metropolis. IOSR Journal of Business and Management
(IOSR_JBM), 18(5), pp. 78-90.
Ngoma, M. & Ntale, P. D. (2019). Word of mouth communication: A mediator of relationship
marketing and customer loyalty. Cogent Business and Management, 6, pp. 1-20.
doi:10.1080/23311975.2019.1580123.
Ng, S., David, M.E., & Dagger, T.S. (2011). Generating positive word of mouth in the service
experience. Managing Service Quality, 21(2), pp. 133-151. Doi: 10.1108/09604521111113438.
Nguyen, H. T.; Nguyen, H.; Nguyen, N. D. & Phan, A. C. (2018). Determinants of customer satisfaction
and loyalty in Vietnamese Life Insurance selling. Sustainability, 10, pp. 2-16. doi:10.3390/su10041151
Ntale, P. D.; Ngoma, M. & Musiime, A. (2013). Relationship marketing, word of mouth communication
and consumer loyalty in the Ugandan mobile telecommunication industry. African Journal of Business
Management, 7(5), pp. 354-359
Nwakanma, H. & Jackson, A. S. (2007). Relationship marketing: An important tool for success in the
marketplace. Journal of Business & Economics Research 5(2), pp. 55-64 doi:10.19030/jber.v5i2.2522
Nwankwo, S. I. & Ajemunigbohun, S. S. (2013). Customer relationship management and customer
retention: Empirical assessment from Nigeria’s insurance industry. Business and Economics Journal,
4(2), pp. 1-6.
Nwankwo, S. I. & Durowoju, S. T. (2011). Customers’ evaluation of the quality of insurance services
in Lagos, Nigeria. International Journal of Business and Management 6(10), pp. 265-269.
Ogbechi, A. D., Okafor, L. I. & Onafade, T. A. (2018). Determinants of customer satisfaction and
loyalty in relation to corporate performance of insurance industry in Nigeria. International Journal of
Economics, Commerce and Management 6(4), pp. 679-683
Okonkwo, I. V. & Eche, A. U. (2019). Insurance penetration rate and economic growth in Nigeria:
1981-2017. International Journal of Social Sciences and Management Review, 2(1), pp. 21-45.
Parsa, S. Y. & Sadeghi, T. (2015). Effect of relationship marketing word of mouth in life insurance
with the approach of trust and commitment: Case study of Karafarin Insurance agents in Mashhad.
International Journal of Management, Accounting and Economics, 2(10), pp. 1-17.
doi:10.19237/MBR.2016.01.06
Peng, L. Y. & Wang, Q. (2006). Impact of relationship marketing tactics (RMTs) on switchers and
stayers in Mashhad. International Journal of Management, Accountingand Economics, 2(10), pp. 1-17.
Pressey, A. D. & Mathews, B. P. (2004). Patterns of trust in buyer-seller relationships: Motives for
formation, drivers, outcomes and temporal relationships. Journal of Consumer Behaviour, 3(1), pp. 81-
100. doi:10.1362/147539204323074619
Rusticus, S. (2007). Creating brand advocates, In Kirby, J. and Marsden, P. connected marketing: The
Viral, Buzz and Word of Mouth Evolution. Oxford: Butterworth – Heinemann, pp. 47-59.
***(Sigma No3/2017). Africa Insurance Barometer, 2018. Market survey.
Sin, L. Y. M.; Tse, A. C. B.; Yau, O. H. M.; Lee, J. S. Y. & Chow, R. (2002). The effect of relationship
marketing orientation on business performance in a service oriented economy. Journal of service
marketing, 16(7), pp. 656-676 doi:10.1108/08876040210447360.
Sirma, E. (2009). Word of mouth marketing from a global perspective. Master’s degree thesis submitted
to ISCTE Business School. Instituto Universitario de Lisboa.
Sivesan, S. & Velnampy, T. (2012). Customer relationship marketing and customer satisfaction: A
study on mobile service providing companies in Sri Lanka. Global Journal of Management and
Business Research 12(18), pp. 1-8.
Sohail, M. S. (2012). The antecedents of relationship marketing and customer loyalty: A conceptual
framework to determine outcomes. 2012. International Conference on Economics Business Innovation
IPEDR, p. 38. Singapore.
Storey, R. (2008). Word of mouth and viral marketing: Deconstructing the ‘Buzz’ Cambridge.
Cambridge Marketing College.
Theron, E. & Terblanche, N. S. (2009). Dimensions of relationship marketing in business to business
financial services. International Journal of Market Research, 52(3), pp. 383-402
doi:10.2501/s1470785310201326.
UNCTAD (2017). United Nations conference on Trade and Development: The role of the services
economy and trade in structural transformation and inclusive development. Trade & Development
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Published
2020-07-15
How to Cite
Isimoya, O. ., & Olaniyan, M. . (2020). Impact of Relationship Marketing Dimensions on Word-of-Mouth Communications in the Insurance Industry in Nigeria: Array. Acta Universitatis Danubius. Œconomica, 16(3). Retrieved from https://dj.univ-danubius.ro/index.php/AUDOE/article/view/381
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Business Administration and Business Economics
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