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.