Improving Professional Selling: A Social Exchange Approach

Tarver, John L.; Haring, Robert C.

doi:10.1108/eb045764

Cited by 6 publications

(5 citation statements)

References 4 publications

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“…Giving a prospective client a novelty (e.g., sufficient information) is the same thing, in social exchange terms, as giving a reward (Tarver and Haring, 1988). If the reward is accepted, the prospective client may wish to reciprocate by disclosing his information for the agent to analyze.…”

Section: Hypothesismentioning

confidence: 99%

Is Total Trust Possible?

Wong

Leung

Chan

et al. 2004

Journal of International Consumer Marketing

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Customers are passionately loyal about doing business with sellers who can always be trusted to act in their best interest over time. This research tries to identify how to develop a total trust relationship. The core antecedents behind this total-trust relationship are reciprocal responsiveness, shared understanding, personal disclosure, customization and cooperative concern. We examine how these antecedents affect satisfaction and trust en route to affecting loyalty. Based on data from insurance services, we empirically test and substantiate the roles of these antecedents in building loyalty. A total-trust framework incorporating services effectiveness and functional efficiency is proposed. Managerial implications and directions for future research are also given.

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Section: Hypothesismentioning

confidence: 99%

Is Total Trust Possible?

Wong

Leung

Chan

et al. 2004

Journal of International Consumer Marketing

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“…Many observers have argued that this type of sales approach is essential in developing a relationship with customers and in providing a stable environment for future exchanges (e.g. Tarver and Haring, 1988; Tam and Wong, 2001).…”

Section: Salespeople's Perceptions Of Sfa Usagementioning

confidence: 99%

Technology integration

Larpsiri

Speece²

2004

Marketing Intelligence &Amp; Planning

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Sales force automation (SFA) is increasingly used to support customer relationships, and provides a good example of technology application on the supplier‐customer interface. While research has begun to examine SFA, understanding it from the customer viewpoint is still vague. This paper reports results of exploratory qualitative research to investigate perceptions of SFA among both salespeople and their customers in the insurance industry in Thailand. Results suggest that customers want technology to be integrated into interpersonal relationships, not to replace them. Most customers, even those with extensive IT background, are not willing to interact with technology‐based self service only. Much of the relationship with the company comes from trust in the salesperson, which is built up through the development of the relationship. This is probably more important in the relationship‐based cultures of Asia, which are strongly familiar with interpersonal service.

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“…Buying life insurance may be perceived as a distress purchase Negotiations cannot be explained in full by using economic factors is of equal value, the transaction serves the purpose of mutual satisfaction, and of providing a stable environment for future exchanges (Tarver and Haring, 1988;Barker and Camarata, 1998). Self-disclosure has been suggested to contribute to the development of social relationships (Chaikin and Derlega, 1976).…”

Section: Future Sales Opportunities Depend Mostly On Relationship Qualitymentioning

confidence: 99%

Interactive selling: a dynamic framework for services

Tam

Wong

2001

Journal of Services Marketing

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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.

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Improving Professional Selling: A Social Exchange Approach

Cited by 6 publications

References 4 publications

Is Total Trust Possible?

Is Total Trust Possible?

Technology integration

Interactive selling: a dynamic framework for services

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