KOREASCHOLAR

Insurance and unit trust (also known as mutual funds) are high-involvement financial products that require investors to hold for long term to gain desired returns. These financial products are also considered unsought products, which require salespeople’s personal touch with their potential customers to make sales. Therefore, the relationship between salespeople and their potential or existing customers becomes crucial in the sales of insurance and unit trust. In theoretical terms, this relationship represents business ties. A strong business ties between the salespeople and the customers enable them to exchange resources and knowledge, and co-create values in their business relationships. Such exchange and co-creation of values are desirable in a business network. Weak ties are irregular and infrequent exchanges, creating structural holes that bring about an opportunity for bridging but have not yet been capitalized.

• Henry Chee Wei Cheah(Shenzhen MSU-BIT University, China)
• Soo Yeong Ewe(Monash University Malaysia, Malaysia)
• Helen Hui Ping Ho(Monash University Malaysia, Malaysia)