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Marketing channel, corporate reputation, and profitability of life insurers : evidence of bancassurance in Taiwan
Recurso electrónico / Electronic resource
MARC record
Tag12Value
LDR  00000cab a2200000 4500
001  MAP20190028554
003  MAP
005  20191004144233.0
008  191002e20191001che|||p |0|||b|eng d
040  ‎$a‎MAP‎$b‎spa‎$d‎MAP
084  ‎$a‎341
1001 ‎$0‎MAPA20160010206‎$a‎Chen, Tsai-Jyh ‌
24500‎$a‎Marketing channel, corporate reputation, and profitability of life insurers‎$b‎: evidence of bancassurance in Taiwan‎$c‎Tsai-Jyh Chen
520  ‎$a‎This paper investigates the impact of marketing channeis on the corporate reputation and profitability of life insurers based on the evidence of bancassurance in Taiwan. The empirical result indicates that marketing through bancassurance reduces underwriting service quality and thus negatively affects the insurer's reputation. On the other hand, bancassurance shows an advantage in that it cuts business expenses and consequently contributes to the insurer's profitability. This paper also finds a positive and sustained relationship between corporate reputation and profitability. Furthermore, the impact of bancassurance on service quality, corporate reputation and profitability increases with market maturity. The overail result suggests that life insurers must pay attention to service quality when marketing through bancassurance, as service quality has a sustained effect on corporate reputation and therefore profitability.
650 4‎$0‎MAPA20080586294‎$a‎Mercado de seguros ‌
650 4‎$0‎MAPA20080570590‎$a‎Seguro de vida ‌
650 4‎$0‎MAPA20190001328‎$a‎Márketing de la empresa de seguros ‌
650 4‎$0‎MAPA20080630485‎$a‎Responsabilidad social corporativa ‌
650 4‎$0‎MAPA20080613181‎$a‎Beneficios empresariales ‌
651 1‎$0‎MAPA20120019256‎$a‎Taiwan ‌
7730 ‎$w‎MAP20077100215‎$t‎Geneva papers on risk and insurance : issues and practice‎$d‎Geneva : The Geneva Association, 1976-‎$x‎1018-5895‎$g‎01/10/2019 Volumen 44 Número 4 - octubre 2019 , p. 679-701