Interactive selling: A dynamic framework for services

Lai Ming Tam, Y. H. Wong

Research output: Journal article publicationJournal articleAcademic researchpeer-review

64 Citations (Scopus)


In the 1990s and into the twenty-first century, there has been a growing interest in understanding the development of service relationships. Trust and satisfaction have been highly recognized in the literature as effective elements for establishing successful relationships. However, little is known regarding their importance in cultivating relationships in an interactive-selling context. The present study attempts to examine the influence of behavior and performance of salespersons on customers’ trust and satisfaction and, in turn, their anticipations of future interactions with the salesperson in the context of insurance services. A survey was conducted with customers from a large UK insurance company based in Hong Kong. The results show that satisfaction, the salesperson's self-disclosure and relation orientation significantly influenced future business opportunities. From the findings, a dynamic framework incorporating a set of interactive elements will be proposed. Managerial implications and directions for future research will be outlined and suggested.
Original languageEnglish
Pages (from-to)379-396
Number of pages18
JournalJournal of Services Marketing
Issue number5
Publication statusPublished - 1 Sep 2001


  • Customer satisfaction
  • Service quality
  • Services marketing
  • Trust

ASJC Scopus subject areas

  • Marketing


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