El vendedor ético y su influencia en las variables relacionales del cliente industrial
The influence of the ethical salesperson on the relational variables of the industrial customer
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En el apasionante mundo de los negocios, el cierre de acuerdos con los clientes supone la punta de lanza hacia la consecución del objetivo empresarial; en especial, en este entorno económico global tan complejo y cambiante en el que acontecimientos como la irrupción de la COVID-19 han acelerado la configuración de un nuevo escenario comercial basado en el contacto digital o a distancia. Objetivo. Examinar los efectos de la venta personal promovida por el vendedor a través de la venta ética y su impacto en las variables relacionales del cliente como son la confianza, lealtad y satisfacción. Metodología. Para dar respuesta a las hipótesis planteadas se empleó un cuestionario estructurado sobre una muestra de 341 pymes industriales españolas. Resultados. Mediante la aplicación de ecuaciones estructurales se ha podido confirmar la influencia significativa de la venta ética en las variables satisfacción, confianza y lealtad. Estos resultados pretenden ser útiles para la práctica empresarial, ya que evidencian la relevancia de la figura del vendedor industrial en su contribución hacia el éxito de las relaciones comerciales en este nuevo contexto de relaciones comerciales. Conclusiones. La figura del vendedor y su comportamiento seguirán siendo claves en la contribución hacia el desempeño empresarial como su necesaria adaptación al entorno de trabajo.
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