Global Journal of Commerce & Management Perspective
Open Access

Abstract

Trust Building through Brand Marketing to Raise Consumer Value: A Study of the Insurance Industry in Taiwan

Tser-Yieth Chen and Wen-kai Lee

After 2008 world financial tsunami, operating insurance businesses has become difficult to determine how to face with financial risk, how to retain existing customers and attract new customers. This has become the most vital objective in the insurance industry. To develop and maintain a customer base, numerous companies establish relationships with their customers. The causal relationship between trust and perceived value is analyzed in our study. We employ quota sampling and distribute 400 questionnaires to eight companies according to their market share in Taiwan in 2013. We find that the main path is from relationship marketing through cognitive trust to perceived value. Thus, we inferred that relationship marketing driven by sales personnel normally plays an indispensable role in the insurance industry