Effects of Service Quality and Salesperson Characteristics on Consumer Trust and Relationship Commitment: An Empirical Study on Insurance Buyers in India

This research article explores the effect of service quality and salesperson characteristics on consumer trust and relationship commitment among life insurance buyers in India. Earlier research on service quality has revealed five key dimensions that influence levels of consumer satisfaction. This article explores how ‘service quality’ as an independent variable influences consumer’s trust and relationship commitment. Earlier studies have explored organizational shared values on consumer trust and relationship commitment but no study in Indian context reveals how salesperson characteristics affect consumer trust and commitment. In this article the author has conceptualized two models (a) linking service quality with consumer trust and relationship commitment and (b) service quality with salesperson characteristics, consumer trust and commitment to study mediating and direct effects of independent variables on the dependent variables in the context of term life insurance policies in Indian market by applying structural equation modelling. The study identifies the strength and direction of these relationships and has a significant bearing in developing future relationship marketing programmes for insurance marketing companies in India.