Relational Work and Insurance Marketing:The Inter-construction of"Socio-Economic"Relations and Their Boundaries
In a market economy,how are social and economic relations interconstructed and what are their boundaries?Based on the case of Chinese life insurance's operation,this paper applies the perspective of"relational work"to examine the types of relations and interactions between actors in the life insurance marketing and recruiting processes,and their impacts on insurance transaction and team recruitment.This paper finds that the relationship boundaries between actors in the insurance marketing process vary according to the type,strength,and medium of relationship.Trust-oriented embedding mechanisms help establish,maintain and expand relationships,blurring the boundaries of socio-economic relationships and facilitating smooth business,whereas interest-oriented de-embedding mechanisms may lead to relationship tension,conflict and termination,making the boundaries of socio-economic relationships sharp and hindering business.
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