The Importance of Relationship Selling Behaviors in Professional Service Contexts

摘要

This study focuses on examining the various aspects of the relationship selling behaviors of salespersons and relationship quality in light of the current service quality and customer satisfaction paradigm in order to enable salespeople to function effectively as good relationship mangers in the life insurance service industry, which is a sector that demands experience and credence properties and promotes high contact with customers. Results of structural equation modeling (SEM) analysis provide evidence that the salesperson’s relationship selling behaviors significantly contribute to relationship quality, which in turn influences a customer’s satisfaction in such professional services contexts. Managerial implications are also provided.