Impacts of general agents' customer relationship-building behaviors on trust, satisfaction, and renewal intention: A PLS-SEM and NCA approach
This study investigates how insurance general agents' relationship-building behaviors influence customer trust, satisfaction, and renewal intention. Grounded in relationship marketing and social exchange theories, five key behaviors—approach, inducement, common grounding, networking, and commun...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-08-01
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| Series: | Acta Psychologica |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S0001691825004755 |
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| _version_ | 1849422075833352192 |
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| author | Joon-Ho Moon Soon-Tae Lee Yong-Ki Lee |
| author_facet | Joon-Ho Moon Soon-Tae Lee Yong-Ki Lee |
| author_sort | Joon-Ho Moon |
| collection | DOAJ |
| description | This study investigates how insurance general agents' relationship-building behaviors influence customer trust, satisfaction, and renewal intention. Grounded in relationship marketing and social exchange theories, five key behaviors—approach, inducement, common grounding, networking, and communication—were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Necessary Condition Analysis (NCA). Data was collected from 253 insurance customers. The findings revealed that approach, common grounding, and communication significantly enhance trust. Only communication positively affects satisfaction. Furthermore, trust exerts a positive influence on both satisfaction and renewal intention, while satisfaction also emerges as a strong driver of renewal decisions. Mediation analyses indicate that trust partially mediates the relationship between communication and satisfaction, underscoring the importance of consistent and transparent information exchange in building customer trust. Moreover, satisfaction partially mediates the link between trust and renewal intention, reinforcing the pivotal role of emotional attachment for long-term contract retention. The NCA results show communication, trust, and satisfaction to be “necessary” factors, implying that without reaching certain thresholds in these variables, customers are unlikely to renew insurance contracts. These findings highlight the essential nature of proactive, empathetic, and clear communication strategies in fostering enduring customer loyalty. From a managerial perspective, insurers should prioritize clear, timely, and empathetic communication and foster trust-based engagement to optimize service delivery. |
| format | Article |
| id | doaj-art-11a6b801769b40baa2556c8ec99b7164 |
| institution | Kabale University |
| issn | 0001-6918 |
| language | English |
| publishDate | 2025-08-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Acta Psychologica |
| spelling | doaj-art-11a6b801769b40baa2556c8ec99b71642025-08-20T03:31:15ZengElsevierActa Psychologica0001-69182025-08-0125810516210.1016/j.actpsy.2025.105162Impacts of general agents' customer relationship-building behaviors on trust, satisfaction, and renewal intention: A PLS-SEM and NCA approachJoon-Ho Moon0Soon-Tae Lee1Yong-Ki Lee2Graduate School of Business, Sejong University, 209, Neungdong-ro, Gwangjin-gu, Seoul 05006, Republic of KoreaGraduate School of Business, Sejong University, 209, Neungdong-ro, Gwangjin-gu, Seoul 05006, Republic of KoreaSchool of Business, and Carbon Neutral ESG Institute, Sejong University, 209, Neungdong-ro, Gwangjin-gu, Seoul 05006, Republic of Korea; Corresponding author.This study investigates how insurance general agents' relationship-building behaviors influence customer trust, satisfaction, and renewal intention. Grounded in relationship marketing and social exchange theories, five key behaviors—approach, inducement, common grounding, networking, and communication—were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Necessary Condition Analysis (NCA). Data was collected from 253 insurance customers. The findings revealed that approach, common grounding, and communication significantly enhance trust. Only communication positively affects satisfaction. Furthermore, trust exerts a positive influence on both satisfaction and renewal intention, while satisfaction also emerges as a strong driver of renewal decisions. Mediation analyses indicate that trust partially mediates the relationship between communication and satisfaction, underscoring the importance of consistent and transparent information exchange in building customer trust. Moreover, satisfaction partially mediates the link between trust and renewal intention, reinforcing the pivotal role of emotional attachment for long-term contract retention. The NCA results show communication, trust, and satisfaction to be “necessary” factors, implying that without reaching certain thresholds in these variables, customers are unlikely to renew insurance contracts. These findings highlight the essential nature of proactive, empathetic, and clear communication strategies in fostering enduring customer loyalty. From a managerial perspective, insurers should prioritize clear, timely, and empathetic communication and foster trust-based engagement to optimize service delivery.http://www.sciencedirect.com/science/article/pii/S0001691825004755Relationship-building behaviorsTrustSatisfactionRenewal intentionPLS-SEMNCA |
| spellingShingle | Joon-Ho Moon Soon-Tae Lee Yong-Ki Lee Impacts of general agents' customer relationship-building behaviors on trust, satisfaction, and renewal intention: A PLS-SEM and NCA approach Acta Psychologica Relationship-building behaviors Trust Satisfaction Renewal intention PLS-SEM NCA |
| title | Impacts of general agents' customer relationship-building behaviors on trust, satisfaction, and renewal intention: A PLS-SEM and NCA approach |
| title_full | Impacts of general agents' customer relationship-building behaviors on trust, satisfaction, and renewal intention: A PLS-SEM and NCA approach |
| title_fullStr | Impacts of general agents' customer relationship-building behaviors on trust, satisfaction, and renewal intention: A PLS-SEM and NCA approach |
| title_full_unstemmed | Impacts of general agents' customer relationship-building behaviors on trust, satisfaction, and renewal intention: A PLS-SEM and NCA approach |
| title_short | Impacts of general agents' customer relationship-building behaviors on trust, satisfaction, and renewal intention: A PLS-SEM and NCA approach |
| title_sort | impacts of general agents customer relationship building behaviors on trust satisfaction and renewal intention a pls sem and nca approach |
| topic | Relationship-building behaviors Trust Satisfaction Renewal intention PLS-SEM NCA |
| url | http://www.sciencedirect.com/science/article/pii/S0001691825004755 |
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