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The relationship marketing is important in the service industry especially the one involved the complex, highly intangible services such as life insurance. By reproducing the theoretical based for the study, this paper has acknowledged different determinant of interaction and different impacts on the insurance industry. Considering this theoretical and conceptual diversity, the aim of this paper is to review and summarize the literature dealing with relationship marketing. Indeed, the goal is to realize a descriptive analysis of empirical literature focusing on the conceptualization, measurement, antecedents of relationship marketing, and to provide an integrative model for these antecedents and consequences. The recommended framework may serve as the practical guide for the insurance company to their marketing strategies and increase their competitive advantage.

relationship marketing, insurance industry, systematic analysis, literature review