Pedro Juan Martín Castejón

LA INFLUENCIA DE LA CONSIDERACIÓN SOCIAL EN LA RELACIÓN CLIENTE-PROVEEDOR DE SERVICIOS Y EL PAPEL MODERADOR DEL TIPO DE SERVICIO *

RESUMEN En la literatura de marketing de servicios es conocida la importancia de la interaccion entre el personal de primera linea y el cliente. A pesar de esto, son escasas las investigaciones que se centran en las consecuencias del aspecto social de la interaccion, y mas concretamente, en el trato social dispensado por el empleado. Este trabajo analiza la influencia de la “consideracion social” llevada a cabo por el empleado de servicios sobre la calidad de la relacion entre la empresa de servicios y cliente (medida a traves de su satisfaccion, confianza y boca a boca). Ademas, se examina el efecto moderador del tipo de servicio (de experiencia vs. de creencia) sobre las relaciones anteriores. Los resultados tienen importantes implicaciones para los investigadores y la direccion de la empresa.

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

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.

INFLUENCIA DE LOS COMPORTAMIENTOS RELACIONALES DEL VENDEDOR INDIVIDUAL SOBRE LA SATISFACCIÓN, CONFIANZA Y LEALTAD DEL COMPRADOR EN UN CONTEXTO DE PYMES INDUSTRIALES1 1El presente trabajo ha contado con la financiación de la Cátedra de Cajamurcia para su realización.

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.

INFLUENCIA DE LOS COMPORTAMIENTOS RELACIONALES DEL VENDEDOR INDIVIDUAL SOBRE LA SATISFACCIÓN, CONFIANZA Y LEALTAD DEL COMPRADOR EN UN CONTEXTO DE PYMES INDUSTRIALES

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.