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INFLUENCIA DE LOS COMPORTAMIENTOS RELACIONALES DEL VENDEDOR INDIVIDUAL SOBRE LA SATISFACCIÓN, CONFIANZA Y LEALTAD DEL COMPRADOR EN UN CONTEXTO DE PYMES INDUSTRIALES / INFLUENCE OF INDIVIDUAL BEHAVIOR ON SELLER'S RELATIONAL SATISFACTION, TRUST AND LOYALTY OF THE BUYER IN THE CONTEXT OF INDUSTRIAL SMEs

Author

Listed:
  • Martín Castejón, Pedro Juan

    () (Universidad de Murcia (España))

  • Román Nicolás, Sergio

    () (Universidad de Murcia (España))

  • Fernández-Sabiote, Estela

    () (Universidad de Murcia (España))

Abstract

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. / The present study is built on the principles of relationship selling in a context of industrial Small and Medium-sized Enterprises (SMEs). The research specifically analyses the influence of customer-oriented selling and ethical sales behaviors on customer satisfaction, trust and loyalty to the seller company. Results, based on a sample of 219 SMEs, revealed that both customeroriented selling and ethical selling behaviors positively and directly influence satisfaction and trust, and indirectly influence loyalty. In addition, ethical selling positively influences customer-oriented selling. Overall, this study highlights the key role of the salesforce in industrial settings and are likely to stimulate further attention both from theory and management on the study of the salesforce efficient management.

Suggested Citation

  • Martín Castejón, Pedro Juan & Román Nicolás, Sergio & Fernández-Sabiote, Estela, 2011. "INFLUENCIA DE LOS COMPORTAMIENTOS RELACIONALES DEL VENDEDOR INDIVIDUAL SOBRE LA SATISFACCIÓN, CONFIANZA Y LEALTAD DEL COMPRADOR EN UN CONTEXTO DE PYMES INDUSTRIALES / INFLUENCE OF INDIVIDUAL BEHAVIOR ," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 17(3), pages 91-109.
  • Handle: RePEc:idi:jiedee:v:17:y:2011:i:3:p:91-109
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    Keywords

    Venta Orientada; Venta Ética; Variables Relacionales; PYMES Industriales.; Customer-Oriented Selling; Ethical Selling; Relational Variables; Industrial Smes.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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