Danny Bellenger

An Empirical Test of Trust-Building Processes and Outcomes in Sales Manager–Salesperson Relationships:

This study examines three trust-building processes and outcomes in sales manager-salesperson relationships. This study, based on a sample of more than 400 business-to-business salespeoples from a variety of industries, shows two trust-building processes (predictive and identification) to be significantly related to salesperson trust in the sales manager. Interpersonal trust was found to be most strongly related to shared values and respect. Trust was directly related to job satisfaction and relationalism, and indirectly related to organizational commitment and turnover intention.

Customer Relationship Management Implementation Gaps

Customer relationship management (CRM) implementation initiatives have been marred by failure, which many in the popular and academic literature attribute to limited technology acceptance among end users. This paper presents a conceptual model that depicts how the extent of alignment between the three constituent elements of a firm’s CRM program (employees, processes, and technology) influences end user acceptance of CRM technology. In particular, the model proposes that perceived process–technology, technology–employee, and employee–process gaps within CRM programs generate cognitive dissonance among end users, and that the level of dissonance generated ultimately determines whether individuals will adopt or resist the new technology. Research and managerial implications stemming from the literature are provided.

Patronage motives of mature consumers in the selection of food and grocery stores

We live in an aging society, thus, it is important for businesses to develop a solid understanding of the older consumer. The food and grocery store industry is no exception since mature consumers spend more money on the average at food stores than their younger aged counterparts. Because there are marked differences within the large, mature consumer market, different marketing strategies are required even within this market to ensure the greatest success. This research employs a random, nation‐wide, sample of 10,500 names of household heads drawn from seven age categories. The literature from a wide range of disciplines was examined to explore factors and events affecting preferences and motives in the selection of food stores. Using factor analysis, four gerontological segments resulted that best describe the mature consumer market. Marketing strategies are offered suggesting how to most effectively appeal to older consumers in general as well as more precise strategies for successfully appealing to the four gerontological segments.

Customer orientation and salesperson performance

– This paper aims to examine the impact of customer orientation, at the levels of both the company and the salesperson, on salesperson performance., – A survey of 283 salespeople provides the database that was analyzed using structural equation modeling., – Prior studies suggest that both company and salesperson customer orientation has a positive effect on performance. The findings of this study suggest that a salespersons customer orientation completely mediates the relationship between company customer orientation and salesperson performance. Thus, the influence of a companys customer orientation on salesperson performance acts through the customer orientation of the salespeople., – The study reinforces the importance of customer orientation and the role of salespeople in putting customer orientation into practice.

Relationship selling behaviors: antecedents and relationship with performance

Examines the effect of relationship selling activities on salesperson performance. It further explores the link between demographic selection criteria and the propensity of a salesperson to perform relationship selling behaviors. Relationship selling behaviors as examined in this study include interaction intensity, mutual disclosure, and cooperative intentions. The study was based on a sample of 487 business‐to‐business insurance salespeople. Findings indicate that interaction intensity and mutual disclosure have a significant effect on salesperson performance. Cooperative intentions do not influence performance. Results further demonstrate that some demographic criteria appear to be related to a salesperson’s likelihood of engaging in relationship selling.

Marketing financial services to mature consumers

The aging population in the United States makes skill in marketing to the mature consumer increasingly important. The biophysical and psychosocial aging process creates a need for specific strategies to address the changes brought on by age. Attempts to ascertain the degree to which the financial services industry recognizes some of the needs of the elderly market and the degree to which marketing programs are addressing these needs. The results show that financial services marketers have been slow in implementing strategies which might help them better attract and serve the mature consumer, when compared with other industries. While this industry has done an excellent job in developing products which appeal to older consumers, they appear to be lacking in special assistance to mature consumers and training to support such assistance. Provides managerial implications stressing specific areas for improvement.

Transforming partner relationships through technological innovation

New technologies – designed to enhance the efficiency and effectiveness of coordination efforts between channel partners – are emerging. However, despite the performance benefits they offer, channel theory suggests that resellers may be unwilling (for strategic reasons) or unable (due to lack of resources) to commit to these emerging technologies. Building on select case examples and organizational innovation theory, the authors propose a conceptual model that purports to explain how reseller commitment to such technologies develops and ultimately influences the outcomes resulting from the innovation initiative. Research implications stemming from this effort are provided.

Salesperson behavior: antecedents and links to performance

Examines the impact of selling behaviors on performance. The time spent actually selling and servicing clients is shown positively to influence salesperson performance. Having a spouse in the profession, past sales experience, higher vocational esteem for selling and service, and a higher extrinsic reward orientation are antecendents to behaviors that relate to higher performance.

Patronage Motives of Mature Consumers in the Selection of Food and Alcoholic Beverage Brands

Abstract We live in an aging society with unprecedented demographic changes underway. Consumer product manufacturers will benefit by better understanding this growing and diverse segment of our population since mature consumers spend more money on the average on food and beverages than their younger aged counterparts. In this investigation we employ a random, nation-wide, mailed questionnaire sent to a sample of 10,500 head of households. Using factor analysis, four gerontological segments result that best describe the mature consumer market. Marketing strategies are offered for successfully appealing to the four gerontological segments.

Impact of Ethnicity on Management and Channel Building in Minority Enterprises

Abstract As the number of ethnic minority enterprises continues to grow dramatically in the U.S., these enterprises have become a significant priority for both public policy makers and businesses who wish to target minority markets. Doing business with minority firms and customers is no longer the right thing to do but a business necessity. Given the lack of literature in this area, the present study aims to improve our understanding of selected issues in management of minority firms. It focuses on the marketing decision making and supervisory behaviors of ethnic minority business managers and derives implications for channel building. Specifically, the study examines the impact of ethnic affiliation on personal values, supplier selection and supervisory behaviors of managers from the two largest ethnic groups in the U.S., Hispanics and African-Americans. Using the dominant Anglo-American culture as a benchmark for comparison, the results indicate a significant effect of ethnicity on the dependent variables. The results yield a number of future research avenues and implications for building efficient distribution networks with and for minority businesses.