The Effects of Public Policy on Organizational Isomorphic Behaviors and Relationship Marketing Strategies: A Case of Life Insurance Companies in Shandong Province, China

Abstract

Over the past four decades of development, life insurance companies in China have exhibited increasing similarity, demonstrating characteristics of organizational isomorphism. A notable manifestation of this trend is their widespread adoption of comparable marketing strategies. Identifying and implementing relationship marketing strategies suited to the Chinese life insurance industry can significantly enhance the marketing efficiency of these companies. This research examined: 1) the role of public policy in fostering organizational isomorphic behaviors within China’s life insurance industry, drawing on institutional theory; and 2) the impact of organizational isomorphic behaviors on relationship marketing strategies, informed by resource dependence theory. A mixed-methods approach was employed, incorporating quantitative analysis of 425 valid questionnaire responses and qualitative insights from interviews with 12 senior managers from life insurance companies.

The results indicate that public policy significantly shapes the strategies and behaviors of life insurance companies through three mechanisms: coercive, mimetic, and normative isomorphism. This influence extends to the selection and adjustment of relationship marketing strategies. Moreover, the flexible application and adaptation of relationship marketing strategies are crucial for improving marketing efficiency in the life insurance sector. These findings extend the applicability of institutional theory and resource dependence theory, enrich existing research on marketing efficiency in the life insurance industry, and provide a valuable reference for future studies in this field.

Keywords: public policy, coercive isomorphism, mimetic isomorphism, normative isomorphism, relationship marketing strategies, marketing efficiency

6419200010 Liu Jingdong, 2568 (2025). Advisor: รศ. ดร.ไชยนันท์ ปัญญาศิริ และดร.ภัสสรกันต์ ทรัพย์มหาโชค – Assoc. Prof. Dr. Chaiyanant Panyasiri & Dr. Pattsornkun Submahachok, ดุษฎีนิพนธ์ (Dissertation), The Effects of Public Policy on Organizational Isomorphic Behaviors and Relationship Marketing Strategies: A Case of Life Insurance Companies in Shandong Province, China, ตีพิมพ์ในวารสาร (Journal Name) Journal of Multidisciplinary in Humanities and Social Sciences,  ปริญญาเอก (Doctorate Degree), บัณฑิตวิทยาลัย (Graduate School), ปรัชญาดุษฎีบัณฑิต สาขาวิชาการจัดการ – Doctor of Philosophy Program in Management, ปร.ด. การจัดการ – Ph.D. in Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย