Influencia de los comportamientos relacionales del vendedor individual sobre la satisfacción, confianza y lealtad del comprador en un contexto de pymes industriales

  1. Martín Castejón, Pedro Juan
  2. Román Nicolás, Sergio
  3. Fernández Sabiote, Estela
Revista:
Investigaciones europeas de dirección y economía de la empresa

ISSN: 1135-2523

Año de publicación: 2011

Volumen: 17

Número: 3

Páginas: 91-109

Tipo: Artículo

DOI: 10.1016/S1135-2523(12)60122-1 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Investigaciones europeas de dirección y economía de la empresa

Resumen

El presente trabajo se enmarca dentro del paradigma relacional de la venta personal, en un contexto de empresas industriales de pequeño y mediado tamaño (PYMES). En este ámbito se analiza el efecto de los comportamientos relacionales del vendedor personal (venta orientada y venta ética) sobre la satisfacción, confianza y lealtad del comprador con la empresa vendedora. El análisis de datos sobre una muestra de 219 PYMES industriales pone de manifiesto que la venta orientada y la venta ética tienen un efecto positivo y directo en la satisfacción y confianza, e indirecto en la lealtad a través de estas dos. Asimismo, los resultados muestran que la venta ética influye positivamente en la venta orientada al cliente. En conjunto, este estudio revela el papel crítico de la fuerza de ventas en un contexto industrial y pretenden fomentar el interés académico y empresarial por la gestión eficiente de la fuerza de ventas.

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