IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03122145.html
   My bibliography  Save this paper

Le rôle des comportements relationnels des commerciaux dans la GRC

Author

Listed:
  • Fanny Poujol

    (UPN - Université Paris Nanterre)

Abstract

Although experts agree on the importance of the Customer Relationship Management (CRM), it is noticeable that sales forces often fail to act accordingly. Salespeople frequently still have a sales rather than customer orientation. Nevertheless, it seems that the salesperson plays a key part in satisfying customers and developing their loyalty. Upstream of relational satisfaction and the quality of the relationship, salespeople's behaviors are the subject of numerous articles, many of which consider that their customer orientation is crucial in terms of CRM. The present study aims, on the one hand, to ascertain salespeople's salient behaviors from a relational point of view and, on the other, to identify the antecedents of these relational behaviours. A review of the literature on the salesperson-customer interface reveals the importance of the salesperson's customer orientation in customer relationship management.

Suggested Citation

  • Fanny Poujol, 2008. "Le rôle des comportements relationnels des commerciaux dans la GRC," Post-Print hal-03122145, HAL.
    • Handle: RePEc:hal:journl:hal-03122145
    DOI: 10.3917/mav.016.0120
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-03122145
    as

    Download full text from publisher

    File URL: https://hal.parisnanterre.fr/hal-03122145/document
    Download Restriction: no
    File URL: https://libkey.io/10.3917/mav.016.0120?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. Homburg, Christian & Stock, Ruth, 2005. "Exploring the Conditions Under Which Salesperson Work Satisfaction Can Lead to Customer Satisfaction," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 35543, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    2. Lucie Sirieix & Pierre-Louis Dubois, 1999. "Vers un modèle qualité-satisfaction intégrant la confiance?," Post-Print hal-02018476, HAL.
    3. Homburg, Christian & Stock, Ruth, 2005. "Exploring the Conditions Under Which Salesperson Work Satisfaction Can Lead to Customer Satisfaction," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 60481, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Eric Julienne & Sylvie Llosa, 2021. "How to build a good relationship quality with artisan and shopkeeper customers? A Tetraclass analysis [Comment construire une relation de qualité avec une clientèle d’artisans et commerçants ? Une ," Post-Print hal-02889848, HAL.
    2. Ghislaine Pellat & Fanny Poujol & B. Siadou-Martin, 2010. "L'orientation client du vendeur du point de vue du consommateur : les apports de la théorie de l'attachement," Post-Print halshs-00511849, HAL.

    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. Gordon Liu & Catherine Liston-Heyes & Wai-Wai Ko, 2010. "Employee Participation in Cause-Related Marketing Strategies: A Study of Management Perceptions from British Consumer Service Industries," Journal of Business Ethics, Springer, vol. 92(2), pages 195-210, March.
    2. Simona-Mihaela TRIF, 2012. "Antecedents and consequences of relationship quality. A case study of banking sector in Romania," Timisoara Journal of Economics, West University of Timisoara, Romania, Faculty of Economics and Business Administration, vol. 5(18), pages 253-271.
    3. Besser, T. & Mann, S., 2015. "Which farm characteristics influence work satisfaction? An analysis of two agricultural systems," Agricultural Systems, Elsevier, vol. 141(C), pages 107-112.
    4. Basant Kumar Purohit, 2010. "Leveraging the Integration of Sales Career Cycle with Brand Life Cycle in Indian Pharmaceutical Firms," Working Papers id:2725, eSocialSciences.
    5. Jacob, Frank & Kleipaß, Ulrich & Pohl, Alexander, 2014. "Nature and role of customer satisfaction in the solution business," European Management Journal, Elsevier, vol. 32(3), pages 487-498.
    6. Evanschitzky, Heiner & Wangenheim, Florian v. & Wünderlich, Nancy V., 2012. "Perils of Managing the Service Profit Chain: The Role of Time Lags and Feedback Loops," Journal of Retailing, Elsevier, vol. 88(3), pages 356-366.
    7. Kalra, Ashish & Briggs, Elten & Schrock, Wyatt, 2023. "Exploring the synergistic role of ethical leadership and sales control systems on salesperson social media use and sales performance," Journal of Business Research, Elsevier, vol. 154(C).
    8. Ch. V. V. S. N. V. Prasad, 2018. "An Empirical Study on TQM Practices and its Influence on Employee Satisfaction and Performance in Technical Institutions: Teachers' Perspectives," GATR Journals jmmr195, Global Academy of Training and Research (GATR) Enterprise.
    9. Jan Wieseke & Johannes Ullrich & Oliver Christ & Rolf Dick, 2007. "Organizational identification as a determinant of customer orientation in service organizations," Marketing Letters, Springer, vol. 18(4), pages 265-278, December.
    10. Brown, Steven P. & Lam, Son K., 2008. "A Meta-Analysis of Relationships Linking Employee Satisfaction to Customer Responses," Journal of Retailing, Elsevier, vol. 84(3), pages 243-255.
    11. Vishal Bindroo & Xin He & Raj Echambadi, 2016. "Satisfaction—Repurchase Intentions Relationship: Exploring the Contingent Roles of Consideration Set Size and Price Consciousness," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(3), pages 115-125, December.
    12. Wendelien Van Eerde & Paul Peper, 2008. "Deviant service behaviour: coming soon to a theatre near you?," The Service Industries Journal, Taylor & Francis Journals, vol. 28(1), pages 85-93, January.
    13. Burmann, Christoph & Jost-Benz, Marc & Riley, Nicola, 2009. "Towards an identity-based brand equity model," Journal of Business Research, Elsevier, vol. 62(3), pages 390-397, March.
    14. Simon, Françoise, 2013. "The influence of empathy in complaint handling: Evidence of gratitudinal and transactional routes to loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 599-608.
    15. Purohit, Basant Kumar, 2010. "Leveraging the Integration of Sales Career Cycle with Brand Life Cycle in Indian Pharmaceutical Firms," IIMA Working Papers WP2010-07-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
    16. Melnyk, Valentyna, 2014. "Resisting temptation: gender differences in customer loyalty in the presence of a more attractive alternative," Australasian marketing journal, Elsevier, vol. 22(4), pages 335-341.
    17. Wangenheim, Florian v. & Evanschitzky, Heiner & Wunderlich, Maren, 2007. "Does the employee-customer satisfaction link hold for all employee groups?," Journal of Business Research, Elsevier, vol. 60(7), pages 690-697, July.
    18. Dorothea Wahyu Ariani, 2015. "Employee Satisfaction and Service Quality: Is There Relations?," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 6(3), pages 33-44, September.
    19. Shinhye Kim & Melanie Bowen & Xiaohan (Hannah) Wen, 2019. "The ultimate co-creation: leveraging customer input in business model innovation," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 339-356, December.
    20. Anne Julien & Christina Tsoni, 2013. "Front-line Employee versus Customer Perceptions of Quality Attributes," Post-Print halshs-00850129, HAL.

    More about this item

    Statistics

    Access and download statistics

    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:hal:journl:hal-03122145. 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: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    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.