The effect of service innovation on customer behavioral intention in the Taiwanese insurance sector: the role of word of mouth and corporate social responsibility
| Autor: | Jui-I Chang, Chen-Ying Lee |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Service (business)
business.industry Strategy and Management 05 social sciences Word of mouth Context (language use) Marketing strategy Life insurance 0502 economics and business Corporate social responsibility 050211 marketing Business Business and International Management Marketing Service innovation General Economics Econometrics and Finance Social responsibility 050203 business & management |
| Zdroj: | Journal of Asia Business Studies. 14:341-360 |
| ISSN: | 1558-7894 |
| DOI: | 10.1108/jabs-06-2018-0168 |
| Popis: | Purpose Service innovation has been one of the essential elements to meet the customers’ requirements, but few studies discuss service innovation regarding behavioral intention in the insurance industry. This paper aims to investigate the effects of service innovation on customer behavioral intention and examines the role of word-of-mouth (WOM) and corporate social responsibility (CSR). Design/methodology/approach This paper used a survey to assess consumer behavioral intention regarding service innovation activities from life insurance. Questionnaires were administered to consumers who have purchased life insurance in Taiwan and the survey questions were tested through factor analysis. An analysis of multiple and hierarchical regression was performed to test the hypotheses. Findings The empirical results demonstrate that life insurance service innovation has a significantly positive influence on WOM and behavioral intention. Additionally, WOM has a partially mediating effect between service innovation and behavioral intention. Furthermore, the study indicates that CSR has a moderating effect on the relationship between service innovation and behavioral intentions. Originality/value Considering the uniqueness of this study in the context of Taiwan, the research draws on signaling theory as the framework to explore service innovation and the impact of social responsibility on consumer behavioral intentions in the Taiwanese insurance industry. Additionally, the results can be considered a service marketing strategy and are applicable to the financial service industry in some developing Asian countries |
| Databáze: | OpenAIRE |
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