Interactive selling: a dynamic framework for services

Measuring Business Excellence

ISSN: 1368-3047

Article publication date: 1 December 2001

89

Citation

(2001), "Interactive selling: a dynamic framework for services", Measuring Business Excellence, Vol. 5 No. 4. https://doi.org/10.1108/mbe.2001.26705daf.008

Publisher

:

Emerald Group Publishing Limited

Copyright © 2001, MCB UP Limited


Interactive selling: a dynamic framework for services

Interactive selling: a dynamic framework for services

J.L.M. Tam and Y.H. Wong,Journal of Services Marketing,(UK),Vol. 15 No. 5, 2001

Examines how individual factors affect the quality of relationships between salespersons and customers. Begins by outlining the Chinese market in global life assurance, going on to highlight some of the important elements of relationship building, such as trust, satisfaction and relationship quality. Next, presents a theoretical framework which abstracts the determinants of a quality relationship between sales professionals and clients and then describes a questionnaire survey of 150 customers of a large UK insurance company based in Hong Kong. Finds that customer orientation is an important factor in the development of trust and satisfaction, adding that satisfaction is significantly influenced by the salesperson's personal disclosure and customer- and relation-oriented behaviour. Argues, therefore, that it would be more fruitful for insurance companies to shift from a sales strategy to a relation strategy as referrals account for a high percentage of new business.

Quality focus says: Reports on a survey. Has both research and practical implications.

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