O vendedor ético e sua influência nas variáveis relacionais do cliente industrial
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No excitante mundo dos negócios, fechar acordos com clientes é a ponta de lança para atingir o objetivo do negócio; especialmente, neste ambiente económico global complexo e em mudança, em que acontecimentos como o surgimento da COVID-19 aceleraram a configuração de um novo cenário comercial baseado no contacto digital ou remoto. Objetivo. Examinar os efeitos da venda pessoal promovida pelo vendedor por meio da venda ética e seu impacto nas variáveis relacionais do cliente como confiança, lealdade e satisfação. Metodologia. Para responder às hipóteses propostas, foi utilizado um questionário estruturado a uma amostra de 341 PME’s industriais espanholas. Resultados. Através da aplicação de equações estruturais foi possível confirmar a influência significativa da venda ética nas variáveis satisfação, confiança e lealdade. Estes resultados pretendem ser úteis para a prática empresarial, uma vez que demonstram a relevância da figura do vendedor industrial na sua contribuição para o sucesso das relações comerciais neste novo contexto de relações empresariais. Conclusões. A figura do vendedor e o seu comportamento continuarão a ser fundamentais no contributo para o desempenho do negócio, bem como na sua necessária adaptação ao ambiente de trabalho.
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