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
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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.
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