#4676. Editor’s Letter: The Changing Of Our Guards

September 2026publication date
Proposal available till 21-06-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Communication;
Business and International Management;
Marketing;
Places in the authors’ list:
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Abstract:
Complex, highly intangible services such as life insurance consist largely of credence properties. Insurance providers engage in relationship-building activities that emphasize buyer-seller interaction and communication. Economists contend consumers are prone to make quality generalizations based on the strength of these relationships, perhaps to the detriment of price competition. The authors report contrary results suggesting that, though relationship marketing adds value to the service package, it is not a substitute for having a strong, up-to-date core service.
Keywords:
Life insurance; highly intangible services; quality generalizations; communication

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