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Title: Interactive selling : a dynamic framework for services
Authors: Tam, JL 
Wong, YH 
Issue Date: 2001
Source: Journal of services marketing, 2001, v. 15, no. 5, p. 379-396
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.
Keywords: Trust
Customer satisfaction
Service quality
Services marketing
Publisher: Emerald Group Publishing Limited
Journal: Journal of services marketing 
ISSN: 0887-6045
DOI: 10.1108/EUM0000000005656
Appears in Collections:Journal/Magazine Article

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