Document Type
Dissertation
Degree
Doctor of Business Administration
Major
Business Administration
Date of Defense
7-27-2023
Graduate Advisor
Gerald Gao
Committee
Pathak, Seemantini, Ph.D.
Ju, Min, Ph.D
Abstract
Over the past 20 years, our economy has transformed into a service-based economy as opposed to the previous industrial-based economy. The service industry is growing and rapidly becoming one of the primary sectors of the economy. Relationship selling is crucial to the service industry, especially the property and casualty insurance market—because it involves complex, highly intangible services. Even though consumers use the internet before reaching out to an insurance agent, this does not mean relationship selling is unnecessary. With complex products like property and casualty insurance, relationship selling is crucial to grasp what consumers truly need and understand. The purpose of this dissertation is to examine the impact of market orientation, relationship selling, and the relationship sales cycle that is involved in the process. Empirical results provide compelling evidence for the important roles of market orientation and relationship selling to the independent agent to run a successful and competitive business. Digitalization has become more prevalent, and independents agent must also adapt for their sustainability. Findings from this research could also be utilized in other service industry fields.
Recommended Citation
Bell, Casey, "Losing Face-to-Face Selling in a Digital World: An Empirical Investigation of Relationship Selling in the Independent Insurance Agency" (2023). Dissertations. 1479.
https://irl.umsl.edu/dissertation/1479