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서비스제공자-고객간 관계유형이 제성과에 미치는 영향에 관한 연구
정기영 ( Ki-young Chung ) 한국고등직업교육학회 2000 한국고등직업교육학회논문집 Vol.1 No.1
Now we need new strategies for insurance sales and improved means of providing customer service. Therefore we must create new marketing concepts in a industry wide drive to better meet the customers' needs. We conclude that the relationship between the buyer and seller is one of the most important factors because the customer makes direct contact with the seller not the company. This study is limited to life insurance companies. I will analyze the concept and theory of buyer-seller relationship. This study received below results. First, the seller's attitude makes a remarkable influence on the relationship, and buyer-seller relations showed no marked difference in regard to gender or monthly income, but age, occupation, family size, scholastic achievement and living space demonstrated marked differences. Second, the relationship between buyer-seller and the marketing effects are most influenced by word-of-mouth and the intend for repurchasing. Third, relatively high recognition makes the greatest influence on the word-of-mouth effect and buyer-seller connection. This study shows that nowadays the connectional pattern between buyer and seller is the most effective of all the marketing strategies.