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La Importancia De La Ética En La Venta Desde El Punto De Vista Del Consumidor /

Author

Listed:
  • Revilla Camacho, M.A.

    () (Universidad de Sevilla (España))

  • Gallego Agueda, M.A.

    () (Universidad de Sevilla (España))

Abstract

Este trabajo se centra en el estudio de la ética en la venta, más concretamente en la importancia que los consumidores conceden a la corrección ética del comportamiento de los vendedores con los que entran en contacto en una relación de compraventa. Lo que se pretende conocer es si la actuación ética de los vendedores en la relación de compraventa ocupa algún lugar en la mente de los consumidores involucrados en la misma, si existe una imagen ética de los vendedores. Para ello, se presenta un modelo de relaciones que se somete a contrastación en el sector del automóvil. Los resultados muestran la existencia de dicha imagen y ponen de manifiesto algunos de los factores que afectan a dicha imagen. / This paper focuses on the study of ethics in personal selling. The aim of this article is to know the importance of ethics in personal selling for consumers. After carrying out a revision of the previous academic research, we outline a relational model. This model is going to be tested in automobile sales market. The results of our empirical study show that customers have an ethics image of the salesperson’s firm.

Suggested Citation

  • Revilla Camacho, M.A. & Gallego Agueda, M.A., 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 (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 13(1), pages 209-230.
  • Handle: RePEc:idi:jiedee:v:13:y:2007:i:1:p:209-230
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