Información del artículo
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.
CLASIFICACIÓN JEL:
M31
PALABRAS CLAVE:
Venta Orientada
Venta Ética
Variables Relacionales
PYMES Industriales
ABSTRACT
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 customer-oriented 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.
JEL CLASSIFICATION:
M31
KEY WORDS:
Customer-Oriented Selling
Ethical Selling
Relational Variables
Industrial Smes
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