IDEAS home Printed from https://ideas.repec.org/a/vrs/manmar/v18y2023i3p192-213n4.html
   My bibliography  Save this article

Building an energizing customer bond model in the consumer goods industry: the evidence of sales force-retailer relations in Indonesia

Author

Listed:
  • Saputra Murry Harmawan

    (Faculty of Economics, Universitas Muhammadiyah Purworejo, Indonesia National Research and Innovation Agency, Indonesia)

  • Ferdinand Augusty Tae

    (Faculty of Economics and Business, Universitas Diponegoro, Semarang, Indonesia)

Abstract

This study aims to develop a conceptual framework that describes efforts to improve sales force performance using a relevant theoretical approach. The novelty of this study was developed and synthesized from relevant marketing theories. It is a conceptual model construction that proposes Energizing Customer Bond (ECB) as an intervening variable to address the research gap in explaining the influence of relational capital on the performance of salespeople at consumer goods companies. This study involved salespeople at large-scale fast moving consumer goods (FMCG) companies in Indonesia. The acceptance of all of the hypotheses proposed in this study shows the importance of relational capital, ECB, and value-based selling in driving the performance of the sales force. ECB, as a proposed novelty, is also proven as a mediating variable, thus clarifying the relationship between relational capitals in improving sales force performance.

Suggested Citation

  • Saputra Murry Harmawan & Ferdinand Augusty Tae, 2023. "Building an energizing customer bond model in the consumer goods industry: the evidence of sales force-retailer relations in Indonesia," Management & Marketing, Sciendo, vol. 18(3), pages 192-213, September.
    • Handle: RePEc:vrs:manmar:v:18:y:2023:i:3:p:192-213:n:4
    DOI: 10.2478/mmcks-2023-0011
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/mmcks-2023-0011
    Download Restriction: no
    File URL: https://libkey.io/10.2478/mmcks-2023-0011?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Teichmann, Karin & Scholl-Grissemann, Ursula & Stokburger-Sauer, Nicola E., 2016. "The Power of Codesign to Bond Customers to Products and Companies: The Role of Toolkit Support and Creativity," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 15-30.
    2. Berta Bekti Retnawati & Nuryakin, 2016. "Developing Salesperson Performance: The Role of Customer Encountering Competence Portfolio, Relational Capital and Service Excellent Customer Heterogeneity," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 891-897.
    3. Andreas Eggert & Wolfgang Ulaga & Franzizka Schultz, 2006. "Value creation in the relationship life cycle: A quasi-longitudinal analysis," Post-Print hal-00482487, HAL.
    4. Yi, Ho-Taek & Yeo, ChanKoo & Amenuvor, Fortune Edem & Boateng, Henry, 2021. "Examining the relationship between customer bonding, customer participation, and customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. De Clercq, Dirk & Sapienza, Harry J., 2006. "Effects of relational capital and commitment on venture capitalists' perception of portfolio company performance," Journal of Business Venturing, Elsevier, vol. 21(3), pages 326-347, May.
    6. Berta Bekti Retnawati & Nuryakin, 2016. "Developing Salesperson Performance: The Role of Customer Encountering Competence Portfolio, Relational Capital and Service Excellent Customer Heterogeneity," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 891-897.
    7. Rino Falcone & Cristiano Castelfranchi, 2011. "Trust and relational capital," Computational and Mathematical Organization Theory, Springer, vol. 17(2), pages 179-195, May.
    8. Prashant Kale & Harbir Singh & Howard Perlmutter, 2000. "Learning and protection of proprietary assets in strategic alliances: building relational capital," Strategic Management Journal, Wiley Blackwell, vol. 21(3), pages 217-237, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jean, Ruey Jer “Bryan” & Kim, Daekwan & Bello, Daniel C., 2017. "Relationship-based product innovations: Evidence from the global supply chain," Journal of Business Research, Elsevier, vol. 80(C), pages 127-140.
    2. Yang, Hye-jeong & Fang, Mingjie & Yao, Jinge & Su, Miao, 2023. "Green cooperation in last-mile logistics and consumer loyalty: An empirical analysis of a theoretical framework," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Delerue, Hélène & Simon, Eric, 2009. "National cultural values and the perceived relational risks in biotechnology alliance relationships," International Business Review, Elsevier, vol. 18(1), pages 14-25, February.
    4. Henri A. Schildt & Markku V.J. Maula & Thomas Keil, 2005. "Explorative and Exploitative Learning from External Corporate Ventures," Entrepreneurship Theory and Practice, , vol. 29(4), pages 493-515, July.
    5. John M. de Figueiredo & Brian S. Silverman, 2017. "On the Genesis of Interfirm Relational Contracts," Strategy Science, INFORMS, vol. 2(4), pages 234-245, December.
    6. Sadovnikova, Anna & Pujari, Ashish & Mikhailitchenko, Andrey, 2016. "Radical innovation in strategic partnerships: A framework for analysis," Journal of Business Research, Elsevier, vol. 69(5), pages 1829-1833.
    7. Li, Dan, 2013. "Multilateral R&D alliances by new ventures," Journal of Business Venturing, Elsevier, vol. 28(2), pages 241-260.
    8. Müller-Stewens, Günter & Stonig, Joachim, 2023. "Auf dem Weg zum Stakeholder-Kapitalismus: Merkmale und Konsequenzen einer sich verändernden institutionellen Logik," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 77(4), pages 316-333.
    9. Fischer, Denise & Greven, Andrea & Tornow, Mark & Brettel, Malte, 2021. "On the value of effectuation processes for R&D alliances and the moderating role of R&D alliance experience," Journal of Business Research, Elsevier, vol. 135(C), pages 606-619.
    10. Patrick Spieth & Svenja Meissner Née Schuchert, 2018. "Business Model Innovation Alliances: How To Open Business Models For Cooperation," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 22(04), pages 1-26, May.
    11. Ferretti, Marco & Guerini, Massimiliano & Panetti, Eva & Parmentola, Adele, 2022. "The partner next door? The effect of micro-geographical proximity on intra-cluster inter-organizational relationships," Technovation, Elsevier, vol. 111(C).
    12. repec:ehu:cuader:33232 is not listed on IDEAS
    13. Müller, Jens & Weinrich, Arndt, 2020. "Tax knowledge diffusion via strategic alliances," arqus Discussion Papers in Quantitative Tax Research 253, arqus - Arbeitskreis Quantitative Steuerlehre.
    14. Scaringella, Laurent & Burtschell, François, 2017. "The challenges of radical innovation in Iran: Knowledge transfer and absorptive capacity highlights — Evidence from a joint venture in the construction sector," Technological Forecasting and Social Change, Elsevier, vol. 122(C), pages 151-169.
    15. Stienstra, Miranda, 2020. "The determinants and performance implications of alliance partner acquisition," Other publications TiSEM 7fdee0c2-d4d2-4f5b-95e3-2, Tilburg University, School of Economics and Management.
    16. Malik, Omar R., 2008. "Adapting to market liberalization: The role of dynamic capabilities, initial resource conditions, and strategic path choices in determining evolutionary fitness of Less Developed Country (LDC) firms," Journal of International Management, Elsevier, vol. 14(3), pages 217-231, September.
    17. Chan, Chien Sheng Richard & Park, Haemin Dennis, 2013. "The influence of dispositional affect and cognition on venture investment portfolio concentration," Journal of Business Venturing, Elsevier, vol. 28(3), pages 397-412.
    18. Hufei Ge & Silu Chen & Yujie Chen, 2018. "International Alliance of Green Hotels to Reach Sustainable Competitive Advantages," Sustainability, MDPI, vol. 10(2), pages 1-15, February.
    19. Ranjay Gulati & Maxim Sytch, 2008. "Does familiarity breed trust? Revisiting the antecedents of trust," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 29(2-3), pages 165-190.
    20. Steffen Runge & Christian Schwens & Matthias Schulz, 2022. "The invention performance implications of coopetition: How technological, geographical, and product market overlaps shape learning and competitive tension in R&D alliances," Strategic Management Journal, Wiley Blackwell, vol. 43(2), pages 266-294, February.
    21. De Clercq, Dirk & Meuleman, Miguel & Wright, Mike, 2012. "A cross-country investigation of micro-angel investment activity: The roles of new business opportunities and institutions," International Business Review, Elsevier, vol. 21(2), pages 117-129.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:manmar:v:18:y:2023:i:3:p:192-213:n:4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.