Trust And Commitment As Mediators Of The Relationship Between Quality Advice And Customer Loyalty

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Estelle van Tonder


Commitment, Customer Loyalty, Financial Services, Quality Advice, Trust


Insurance agents globally struggle with clients who do not understand the importance of disciplined savings and of meeting with them at least once a year to make necessary adjustments to their financial plans. The purpose of the study was to provide assistance to these agents and explore trust and commitment as mediators of the relationship between quality advice and customer loyalty. The context of the study was clients of independent insurance agents (N=242), and self-administered surveys were used to test the research hypotheses formulated. It appears imperative for insurance agents providing clients with quality advice to focus strongly on building trust and commitment. These mediating variables contribute to a 27% change in the adjusted R² value, and resulted in a much higher R² value of 0.77 in the final model. The findings of the study could also assist larger organisations focusing on consultative selling practices and help them create solid client relationships with the potential to deliver great profit. 


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