The influence of the ethical salesperson on the relational variables of the industrial customer
El vendedor ético y su influencia en las variables relacionales del cliente industrial
##plugins.themes.bootstrap3.article.sidebar##
PDF
FLIP
HTML
XML
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
##plugins.themes.bootstrap3.article.main##
Closing deals with customers is crucial to achieving business objectives in the exciting world of business, particularly in the current complex and dynamic global economic environment in which events like the COVID-19 emergence have accelerated the configuration of a new business scenario centered around digital or remote contact. Objective. To examine the effects of ethical selling by salespeople on customer relational variables such as trust, loyalty, and satisfaction. Methodology. A structured questionnaire was administered to a sample of 341 Spanish industrial SMEs to test the proposed hypotheses. Results. By applying structural equations, the significant influence of ethical selling on the variables of satisfaction, trust and loyalty has been confirmed. These results are intended to provide practical implications for business, as they demonstrate the relevance of the industrial salesperson in facilitating successful commercial relations in this new business environment. Conclusions. The figure of the salesperson and their behavior will be vital in their contribution to business performance, as well as their necessary adaptation to the work environment.
Downloads
##plugins.themes.bootstrap3.article.details##
Agnihotri, R. et al. (2016). Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-180.
https://doi.org/10.1016/j.indmarman.2015.09.003 DOI: https://doi.org/10.1016/j.indmarman.2015.09.003
Alexander, N. and Colgate, M. (2000). Retail financial services: Transaction to relationship marketing. European Journal of Marketing, 34(8), 938-953.
https://doi.org/10.1108/03090560010331432 DOI: https://doi.org/10.1108/03090560010331432
Bagozzi, R.P. and Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 79-94. DOI: https://doi.org/10.1177/009207038801600107
https://doi.org/10.1007/BF02723327 DOI: https://doi.org/10.1007/BF02723327
Beatty, S.E. et al. (1996). Customer-Sales associate retail relationships. Journal of Retailing, 72(3), 223-247.
https://doi.org/10.1016/S0022-4359(96)90028-7 DOI: https://doi.org/10.1016/S0022-4359(96)90028-7
Brady, M.K. and Cronin, J.J. (2001). Customer orientation: Effects on customer service perceptions and outcome behaviors. Journal of Service Research, 3(3), 241-251.
https://doi.org/10.1177/109467050133005 DOI: https://doi.org/10.1177/109467050133005
Castelló, J. (2021). Vendedores responsables: un valioso activo para las empresas. Harvard Deusto. Business Review, 312, 20-30.
Chaudhuri, A. and Holbrook, B.M. (2001). The chain of effects from brand trust and brand affects to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
https://doi.org/10.1509/jmkg.65.2.81.18255 DOI: https://doi.org/10.1509/jmkg.65.2.81.18255
Chiesa, L., Salazar, R. y Marín, T. (2021). El vendedor híbrido: cómo mejorar la gestión comercial en la "nueva normalidad". Harvard Deusto. Business Review, 308, 34-39.
Corsaro, D., Maggioni, I. and Olivieri, M. (2021). Sales and marketing automation in the post-Covid-19 scenario: Value drivers in B2B relationships. Italian Journal of Marketing, 2021(4), 371-392.
https://doi.org/10.1007/s43039-021-00024-x DOI: https://doi.org/10.1007/s43039-021-00024-x
da Silva, D. (2020). La importancia de la ética empresarial en el servicio al cliente: los valores de su empresa a favor del consumidor. Zendesk. Recuperado de https://www.zendesk.com.mx/ blog/etica-servicio-al-cliente/.
Delgado, E. y Munuera, J.L. (2001). Confianza en la marca en el contexto de la lealtad del consumidor. Revista Europea de Marketing, 3(11/12), 1238- 1258.
Delgado, E., Munuera, J.L. and Yagüe, M.J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35-54.
https://doi.org/10.1177/147078530304500103 DOI: https://doi.org/10.1177/147078530304500103
Delgado, E. and Munuera, J.L. (2005). Does brand trust matter to brand equity? Journal of Product & Brand Management, 14(3), 87-196.
https://doi.org/10.1108/10610420510601058 DOI: https://doi.org/10.1108/10610420510601058
Donthu, N. and Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of Business Research, 117, 284-289.
https://doi.org/10.1016/j.jbusres.2020.06.008 DOI: https://doi.org/10.1016/j.jbusres.2020.06.008
Elkington, J. (1994). Towards the sustainable corporation: Win-win-win business strategies for sustainable development. California Management Review, 36(2), 90-100.
https://doi.org/10.2307/41165746 DOI: https://doi.org/10.2307/41165746
Engelbrecht, A.S., Heine, G. and Mahembe, B. (2017). Integrity, ethical leadership, trust and work engagement. Leadership & Organization Development Journal, 38(3), 368-379.
https://doi.org/10.1108/LODJ-11-2015-0237 DOI: https://doi.org/10.1108/LODJ-11-2015-0237
Fei, S., Kwon, C. and Jin, C. (2021). The Role of Corporate Ethical Management on Trade Relationship Trust and Commitment: B2B. Sustainability, 13(9), 5290.
https://doi.org/10.3390/su13095290 DOI: https://doi.org/10.3390/su13095290
Ferrell, O.C. and Gresham, L.G. (1985). A contingency framework for understanding ethical decision making in marketing. Journal of Marketing, 49(3), 87-96.
https://doi.org/10.1177/002224298504900308 DOI: https://doi.org/10.1177/002224298504900308
Fornell, C. and Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
https://doi.org/10.1177/002224378101800104 DOI: https://doi.org/10.1177/002224378101800104
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
https://doi.org/10.1086/209515 DOI: https://doi.org/10.1086/209515
Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39(11-12), 1372-1388.
https://doi.org/10.1108/03090560510623307 DOI: https://doi.org/10.1108/03090560510623307
Futrell, C. (2021). Fundamentals of selling: Customers for life through service. New York, USA: McGraw-Hill.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
https://doi.org/10.1177/002224299405800201 DOI: https://doi.org/10.1177/002224299405800201
Ganesh, J., Arnold, M.J. and Reynolds, K.E. (2000). Understanding the customer base of service providers: an examination of the differences between switchers and stayers. Journal of Marketing, 64(3), 65-87.
https://doi.org/10.1509/jmkg.64.3.65.18028 DOI: https://doi.org/10.1509/jmkg.64.3.65.18028
Gil, I. et al. (2008). Logistics service quality: a new way to loyalty. Industrial Management and Data Systems, 108(5), 650-668.
https://doi.org/10.1108/02635570810876778 DOI: https://doi.org/10.1108/02635570810876778
Hague, P. and Hague, N. (2018). B2B customer experience: a practical guide to delivering exceptional CX. New York, USA: Kogan Page.
Henning, T. (2004). Motive des lesens von kunden artikulationen im internet: theoretische und empirische analyse. En Wiedmann, K.-P. et al. (Eds.), Konsumentenverhalten im Internet (pp. 171-193). New York, USA: Springer.
https://doi.org/10.1007/978-3-322-90689-2_7 DOI: https://doi.org/10.1007/978-3-322-90689-2_7
Hofer, D., Cunha, L.R. e Magalhaes, J.M. (2015). Mensuração, teste e validação da confiança na marca. Revista Capital Científico-Eletrônica (RCCҽ), 13(2), 9-23.
Huang, J. y Zhang, D. (2008). Valor del cliente y lealtad a la marca: prueba empírica multidimensional. En Seminario Internacional sobre Tecnologías de la Información del Futuro e Ingeniería de Gestión, Instituto de Ingenieros Eléctricos y Electrónicos, Leicestershire, Reino Unido.
Iglesias, V. et al. A.B. (2002). Calidad y satisfacción en mercados industriales: influencia de las relaciones entre proveedor y comprador. Revista Europea de Dirección y Economía de la Empresa, 11(2), 23-48.
Iwasaki, Y. and Havitz, M.E. (2004). Examining relationships between leisure involvement, psychological commitment and loyalty to a recreation agency. Journal of Leisure Research, 36(1), 45-72.
https://doi.org/10.1080/00222216.2004.11950010 DOI: https://doi.org/10.1080/00222216.2004.11950010
Kotler, P. y Armstrong, G. (2017). Fundamentos de marketing. Ciudad de México, México: Pearson.
Kotler, P. y Keller, K. (2016). Dirección de marketing. Ciudad de México, México: Pearson Prentice Hall.
Laczniak, G.R. and Murphy, P.E. (2006). Normative perspectives for ethical and socially responsible marketing. Journal of Macromarketing, 26(2), 154- 177.
https://doi.org/10.1177/0276146706290924 DOI: https://doi.org/10.1177/0276146706290924
Lagace, R.R., Dahlstrom, R. and Gassenheimer, J.B. (1991). The relevance of ethical salesperson behavior on relationship quality: the pharmaceutical industry. Journal of Personal Selling & Sales Management, 11(4), 39-47.
Le, T.T. (2022). How humane entrepreneurship fosters sustainable supply chain management for a circular economy moving towards sustainable corporate performance. Journal of Cleaner Production, 368, 133178.
https://doi.org/10.1016/j.jclepro.2022.133178 DOI: https://doi.org/10.1016/j.jclepro.2022.133178
Lee, D. et al. (2015). Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction trust, and brand loyalty. Information & Management, 52(3), 295-304.
https://doi.org/10.1016/j.im.2014.12.001 DOI: https://doi.org/10.1016/j.im.2014.12.001
Manning, B. and Reece, L. (2006). Selling Today: Creating Costumer Value. New York, USA: Pearson.
Marcet, X. (2021). El barrio de las excusas. La Vanguardia. Recuperado de https://www.lavanguardia. com/economia/20211003/7761860/excusasresultados-empresas-equipos.html.
Martín, P.J., Román, S. y Fernández, E. (2011). Influencia de los comportamientos relacionales del vendedor individual sobre la satisfacción, confianza y lealtad del comprador en un contexto de pymes industriales. Investigaciones Europeas de Dirección y Economía de la Empresa, 17(3), 91-109.
https://doi.org/10.1016/S1135-2523(12)60122-1 DOI: https://doi.org/10.1016/S1135-2523(12)60122-1
Martín, P.J., Sánchez, C. y de la Flor, S. (2018). Influencia del comportamiento ético del jefe de ventas en la actuación del vendedor. Gestión, Revista de Economía, 67, 13-24.
Martín, P.J. (2017). El nuevo paradigma de la venta ética. MarketingNews, 17, 2-4.
Morgan, R.M. and Hunt, S.D. (1994). The commitmenttrust theory of relationship Marketing. Journal of Marketing, 58(3), 20-38.
https://doi.org/10.1177/002224299405800302 DOI: https://doi.org/10.1177/002224299405800302
Oliver, R.L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418-430.
https://doi.org/10.1086/209358 DOI: https://doi.org/10.1086/209358
Oliver, R.L. (2015). Satisfaction. A behavioural perspective on the consumer. London, England: Routledge.
https://doi.org/10.4324/9781315700892 DOI: https://doi.org/10.4324/9781315700892
Palmatier, R.W. et al. (2006). Factors influencing the effectiveness of relationship marketing: a metaanalysis. Journal of Marketing, 70(4), 136-153.
https://doi.org/10.1509/jmkg.70.4.136 DOI: https://doi.org/10.1509/jmkg.70.4.136
Ravald, A. and Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19-32.
https://doi.org/10.1108/03090569610106626 DOI: https://doi.org/10.1108/03090569610106626
Revilla, M.A. y Gallego, M.Á. (2007). La importancia de la ética en la venta desde el punto de vista del consumidor. Investigaciones Europeas de Dirección y Economía de la Empresa, 13(1), 209-230.
Ribbink, D. et al. (2004). Comfort your online customer: Quality, trust and loyalty on the Internet. Managing Service Quality, 14(6), 446-456.
https://doi.org/10.1108/09604520410569784 DOI: https://doi.org/10.1108/09604520410569784
Román, S. (2003). The impact of ethical sales behaviour on customer satisfaction, trust and loyalty to the company: an empirical study in the financial services industry. Journal of Marketing Management, 19(9-10), 915-939.
https://doi.org/10.1080/0267257X.2003.9728245 DOI: https://doi.org/10.1080/0267257X.2003.9728245
Román, S. and Munuera, J.L. (2005). Determinants and consequences of ethical behaviour: an empirical study on salespeople. European Journal of Marketing, 39(5/6), 473-495.
https://doi.org/10.1108/03090560510590674 DOI: https://doi.org/10.1108/03090560510590674
Román, S. and Ruiz, S. (2005). Relationship outcomes of perceived ethical sales behavior: the customer's perspectives. Journal Business Research, 58(4), 439-445.
https://doi.org/10.1016/j.jbusres.2003.07.002 DOI: https://doi.org/10.1016/j.jbusres.2003.07.002
Román, S. and Iacobucci, D. (2009). Antecedents and consequences of adaptive selling confidence and behavior: a dyadic analysis of salespeople and their customers. Journal of the Academy Marketing Science, 38(3), 363-382.
https://doi.org/10.1007/s11747-009-0166-9 DOI: https://doi.org/10.1007/s11747-009-0166-9
Román, S. y Küster, I. (2014). Gestión de la venta personal y de equipos comerciales. Madrid, España: Ediciones Paraninfo S.A.
Ruiz, S. (2021). Liderazgo sostenible: hacia un modelo de empresa y gobernanza. Harvard Deusto. Business Review, 314, 16-25.
Rust, R.T. and Zahorik, A.J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193-215.
https://doi.org/10.1016/0022-4359(93)90003-2 DOI: https://doi.org/10.1016/0022-4359(93)90003-2
Seidman, D. (2013). How. Por qué cómo hacemos las cosas significa tanto. Madrid, España: Aguilar.
Sirdeshmukh, D., Singh, J. and Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing , 66(1), 15-37.
https://doi.org/10.1509/jmkg.66.1.15.18449 DOI: https://doi.org/10.1509/jmkg.66.1.15.18449
Sung, Y. and Kim, J. (2008). Effects of brand personality on brand trust and brand affect. Psychology & Marketing , 27(7), 639-661.
https://doi.org/10.1002/mar.20349 DOI: https://doi.org/10.1002/mar.20349
Valentine, S. and Barnett, T. (2002). Ethics codes and sales professionals' perceptions of their organizations' ethical values. Journal of Business Ethics , 40(3), 191-200.
https://doi.org/10.1023/A:1020574217618 DOI: https://doi.org/10.1023/A:1020574217618
