Abstract
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 language | English |
---|---|
Pages (from-to) | 379-396 |
Number of pages | 18 |
Journal | Journal of Services Marketing |
Volume | 15 |
Issue number | 5 |
DOIs | |
Publication status | Published - 1 Sept 2001 |
Keywords
- Customer satisfaction
- Service quality
- Services marketing
- Trust
ASJC Scopus subject areas
- Marketing