Author: Leung, King-wai
Title: Relationship of customer-agent interactions and sales performance in life insurance business in Hong Kong
Degree: M.B.A.
Year: 1999
Subject: Insurance, Life -- China -- Hong Kong
Life insurance agents -- China -- Hong Kong
Relationship marketing -- China -- Hong Kong
Customer relations -- China -- Hong Kong
Consumer satisfaction -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Department of Management
Pages: iv, 45 leaves ; 30 cm
Language: English
Abstract: By referencing to the concept of relationship marketing, this study examined the relationship between the interactions of the buyer-seller and the sales performance of agent in life insurance industry in Hong Kong. The main focus was put on the examinations of the effects of agent's attributes and selling behaviours on the customer's perceptions of satisfaction and trust, and finally with sales effectiveness and future sales opportunities. The data revealed that future sales opportunities are positively related to customer's perceived trust and satisfaction, whereas sales effectiveness was found unrelated to all variables except similarity. Related questions are dealt with and suggestions are made to provide possible explanations. Finally, several implications and recommendations for managers are discussed such that the productivity of the industry can be improved.
Rights: All rights reserved
Access: restricted access

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