Original Research

The influence of length of relationship, gender and age on the relationship intention of short-term insurance clients: an exploratory study

Derik Steyn, Pierre Mostert, Jan-Willem De Jager
South African Journal of Economic and Management Sciences | Vol 11, No 2 | a305 | DOI: https://doi.org/10.4102/sajems.v11i2.305 | © 2011 Derik Steyn, Pierre Mostert, Jan-Willem De Jager | This work is licensed under CC Attribution 4.0
Submitted: 27 September 2011 | Published: 28 September 2011

About the author(s)

Derik Steyn, Cameron University, United States
Pierre Mostert, North West University
Jan-Willem De Jager, North West University

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Building long-term relationships with clients is extremely beneficial for organisations. This does not necessarily imply, however, that the clients themselves need or want a long-term relationship with an organisation. Relationship marketing could profitably be looked at from the client’s perspective, at the same time identifying those clients who have a strong relationship intention and would, in fact, like to engage in a long-term relationship with organisations.
The objective of this research was to explore whether three aspects relating to clients, that is, the varying lengths of their relationship with organisations, their age and their gender display significantly different levels of relationship intention. Relationship intention is measured in terms of constructs like involvement, expectations, forgiveness, feedback and fear of relationship loss.
Non-probability sampling was used in this study, and 114 respondents from the short-term
insurance industry completed self-administered questionnaires. Findings indicate that, for a group of high relationship-intention clients of a short-term insurance organisation, no practically significant discrimination exists on any of the relationship-intention constructs for clients’ length of relationship, gender or age.


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Crossref Citations

1. Relationship intention of South African banking and life insurance customers
H Delport, T F J Steyn, P G Mostert
Journal of Financial Services Marketing  vol: 16  issue: 3-4  first page: 277  year: 2011  
doi: 10.1057/fsm.2011.27