销售人员隐性知识与顾客资产关系研究

本文对顾客资产形成过程中销售人员赢得买方信任的关键因素、作用机理相关文献进行研究和分析,得出了"来自于销售人员的隐性知识及其发挥,是建立顾客信任、进而促成顾客成为资产的先决条件"的初步结论,为销售人员的职业发展、企业针对不同层次的销售人员进行管理、企业的顾客资产管理提供了新的视野。     

关系驱动的服务性企业顾客承诺分析

顾客的关系承诺是服务供应商赢得忠诚顾客的重要途径,影响顾客关系承诺的因素包括品牌效应、服务质量、信任、基本价值、沟通等方面,其中品牌效应、服务质量、信任是重要的影响因素。实证结果表明,金融保险业、教育业顾客承诺水平比较高。     

你了解导购技巧吗？

在销售活动中，人和产品同等重要。据美国纽约销售联谊会的统计，71％的人之所以从你那里购买，是因为他们喜欢你、信任你。所以导购员要赢得顾客的信任和好感。     

基于顾客信任的关系营销策略研究

顾客是企业生存发展的基础,赢得顾客信任,产生重购行为成为企业成功营销的关键。本文通过对顾客重购因素的剖析,透视顾客关系与信任之间的联系,提出了以信任为基础培养顾客关系的关系营销策略。     

网络销售：根据顾客认知“变形”

在线上销售时代,顾客信任将会是影响销量的首要因素,而网站作为企业和顾客的交流界面,直接影响顾客对企业的认知和信任。并最终影响销量。     

论保险公司的消费者信任战略

消费者信任是保险公司和顾客建立长期关系的关键因素,由于保险服务的特殊性,信任将显著地影响保险公司与顾客之间的关系质量.本文关注保险服务关系中的消费者信任,详细分析了影响消费者信任的主要因素,并提出了保险公司营造信任的氛围来改善销售的效率和维持高度顾客忠诚的策略.     

关于企业培育顾客信任关系途径的探讨

顾客对企业的信任缺失直接关系到企业的生存与发展。赢得顾客的信任是企业关系营销成功的核心问题。在西方有关文献的基础上,结合我国的实际情况,本文提出和阐述了企业培育顾客信任关系的主要途径。     

基于顾客信任问题维度的团购网站研究

在众多制约团购网站发展的因素中,顾客信任是推动网站赢得竞争、长远发展的关键因素.团购网站的发展需要提高顾客信任度,为此,应保证产品质量;提高团购网站的声誉;完善网站服务;培养消费者的团购意识和评价习惯.     

品牌信任、顾客满意及关系承诺

基于消费者认知与情感层面,可从消费者与品牌的互动关系入手,将品牌信任划分为转移信任、经验信任两种类型。数据分析表明,对品牌信任的这种新划分存在于消费者与品牌的交互过程之中,不仅具有合理性,而且具有深远的理论意义。数据拟合分析结果表明,转移信任对顾客满意的直接作用非常明显,转移信任能够引起顾客满意,同时顾客满意对经验信任的作用也非常强,顾客满意能够导致经验信任。关系承诺与顾客满意度及经验信任之间存在因果关系,但也会受到其他因素影响,因此即使消费者对品牌产品满意或获得了经验上的信任,也不一定会长期使用或推荐某个品牌的产品。鉴于此,为更好地建立、发展并保持消费者与企业间的长期关系,改善品牌管理方面存在的不足,企业要适时调整营销战略与策略。一要重视消费者转移信任的建立,关注实质的产品质量与服务,关注顾客需求,为顾客解决消费过程中出现的问题,通过建立企业品牌信任,提高顾客满意度;二要培养具备专业知识的业务人员,为消费者提供准确而有价值的产品信息,赢得消费者信任,强化企业与消费者之间的关系,维持企业与顾客之间的长久关系;三要选择有效的途径进行品牌传播,举办吸引消费者参与的活动等,从建立品牌信任开始进行新产品、新品牌的市场开拓。     

顾客教育研究述评

产品的复杂性和多功能化、消费者的产品知识匮乏都促进和推动了企业顾客教育战略的开展和实施,并且在实际操作中,很多企业将顾客教育视为获取顾客信任和忠诚,赢得竞争优势的重要战略手段之一。尽管顾客教育的实施如火如荼,但是理论界对顾客教育缺乏一个系统和全面的认识。基于此,本文试图通过顾客教育的动因、机制、结果和调节因素这四个方面,对现有的文献进行了整理、归纳和评析,希望对国内企业的顾客教育实践提供相关的思路和启示。     

Empowering salespeople: Personal,managerial, and organizational perspectives

The traditional seven steps of personal selling have remained virtually unchanged since the early 1900s. Meanwhile, the actual roles and duties of salespeople have pushed far into customer relationship management (CRM). Psychologically and professionally, salespeople need greater empowerment for their expanding CRM responsibilities. However, empowerment is a complex process requiring several individual, managerial, and organizational changes for successful implementation. As part of the empowerment process for its salespeople, companies need to provide supporting structures, processes, and incentives for customer‐oriented behavior. At the same time, the Internet and other telecommunications advances in the macroenvironment are accelerating empowerment changes in personal selling—mainly on the customer side of the exchange. To effectively and efficiently carry out their growing yet still poorly defined CRM roles, salespeople need to be comprehensively empowered, trained, motivated, and rewarded. Companies that most effectively empower their salespeople should reap substantial rewards in profitability and loyalty from both their salespeople and customers. © 2006 Wiley Periodicals, Inc.     

The effects of salesperson mood, shopper behavior, and store type on customer service

This paper proposes that salesperson mood, shopper behavior, and store type have significant effects on the level of customer service provided by a store. Results from a laboratory experiment reveal that salespeople enjoy unpleasant shoppers less but serve them more. Salespeople in a good mood are more uniform in their delivery of customer service, while those in a bad mood are more likely to provide poor service to pleasant than to unpleasant customers. The study also reveals that department-store salespeople provide a more uniform level of customer service than discount-store salespeople. Conclusions and management implications are discussed.     

The influence of task characteristics and job-related characteristics on retail salesperson selling orientation

This study examines the influence of task characteristics and job-related characteristics on the level of customer orientation exhibited by retail salespeople. The task characteristics examined are task variety, task autonomy, task identity and feedback. The job-related characteristics included in the study are job satisfaction, work motivation, organizational commitment, job involvement, role conflict, and supervisor–employee relationship. A survey using a self-administered close-ended questionnaire was conducted on retail salespeople from five major retailers in Singapore. Pearson correlation analysis revealed that the above factors, with the exception of role conflict, have significant influence on the customer orientation of retail salespeople. The six most important predictors of the customer orientation of retail salespeople identified by multiple regression analysis were task identity, organizational commitment, autonomy, education level, job satisfaction, and supervisor–employee relationship.     

Does Friendship Help in Personal Selling? The Contingent Effect of Outcome Favorability

Although widespread belief holds that salespeople can leverage their personal relationships with prospective customers to gain business, previous research has not investigated the implications of friendships between salespeople and customers for customers’ postpurchase satisfaction and fairness judgment. Findings from two experiments show that friendships benefit salespeople only when the outcome of the transaction is unfavorable. Specifically, when salespeople and customers are close friends rather than acquaintances, the customers perceive an unfavorable outcome as relatively more fair and satisfactory, but such an effect does not occur when the outcome of the transaction is favorable. This paper also shows that customers’ perceived fairness mediates the interaction effect between friendship and the favorability of transaction outcome on customer satisfaction. In summary, this paper advances the understanding of the implications of salesperson–customer friendships for customers’ postpurchase evaluations.     

Sequencing of multi-faceted job satisfaction across business-to-business and business-to-consumer salespeople: A multi-group analysis

Advancements in the multi-faceted business-to-business job satisfaction literature suggest the facets are sequenced. This research examines the robustness of this sequencing within business-to-business salespeople in addition to assessing the generalizability of the sequencing to business-to-consumer salespeople. The results provide a large degree of support for the robustness of the sequencing as well as its generalizability. The results also suggest that the relationship between satisfaction with customer and satisfaction with work is more positive in business-to-business salespeople, and that the relationship between satisfaction with pay and satisfaction with work is more positive in business-to-consumer salespeople.     

Influence of salesperson characteristics and customer emotion on retail dyadic relationships

Retail salespeople often serve as a critical nexus between retailers and their customers. Salespeople can provide information and service that assist customers during the purchase process. Through buye–seller interaction, salespeople conceivably will influence how customers feel when shopping; in essence, salespersons are likely to have an impact on customers' emotions. Prior research has found that customer emotions have beneficial effects for both the store and the salesperson. Although previous work has considered the effect store environment has on customer emotions, no extant research has examined how customer emotions emerge after interacting with salespeople or what the outcomes of those emotions are. Consequently, this paper examines potential precursors of customers' emotions that arise during interaction with retail sales personnel, as well as consequences of those emotions. A conceptual framework is developed, propositions are posited, and retail management and research implications are presented.     

Customer‐oriented selling: Exploring the roles of emotional intelligence and organizational commitment

Professional salespeople are often placed in situations where role conflict and ambiguity are prevalent. They are generally expected to sell a firm's products and services to generate immediate profits, while simultaneously building customer satisfaction and promoting lifetime customers and the long‐term economic viability of the firm. The concept of customer‐oriented selling illustrates the conflict, as salespeople are required to forgo immediate benefits in lieu of long‐term rewards. The purpose of this study was to determine the relationships existing between customer‐oriented selling, emotional intelligence, and organizational commitment. The results indicate that a salesperson's customer orientation level is significantly related to emotional intelligence. Implications of the findings indicate that managers should consider using emotional intelligence as a selection and human‐resource development tool, as improvements in emotional intelligence are correlated with greater levels of customer orientation. © 2004 Wiley Periodicals, Inc.     

Salesperson CLV orientation's effect on performance

Previous studies show how strategies based on the customer lifetime value (CLV) can lead to an increase of profitability for a firm. In this context, marketing serves the purpose of maximizing CLV and customer equity (the CLV of current and future customers). For most types of service firms, salespeople are direct participants in implementing the CLV concept. However, prior research does not answer the question of whether or how salesperson CLV orientation can enhance profits. Using data on salespeople in a large Chilean retail bank, this study shows that the effect of salesperson CLV orientation on salesperson performance follows an S-shaped function (which is first convex and then concave). Additionally, data does not support the idea that the optimum level of CLV orientation depends on salesperson customer orientation, salesperson adaptive selling behavior, or salesperson experience (i.e., CLV-oriented behaviors could be effective across a wide range of salespeople). As such, this study addresses an important concern among researchers and managers that is related to how to increase the salesperson performance. The findings of this study suggest that firms need to monitor individual salesperson CLV orientation more closely.     

Customer showrooming behavior,customer orientation,and emotional labor: Sales control as a moderator

Despite the popularity of customer showrooming behavior (CSB), few studies have investigated how this phenomenon affects salespeople's sales behavior. To answer this research call, we explored the effect of CSB on customer orientation (CO), as they are associated with emotional labor (EL) and perceived sales control as a moderator. We gathered data from 397 salespeople in South Korean department stores. Our study showed that CSB affected deep acting negatively by reducing CO. Perceived outcome-based sales control enhances CSB's negative impact on CO. Nevertheless, perceived behavior-based sales control does not moderate the relationship between CSB and CO. Our results indicate that supervising salespeople using outcome-based control only worsens the effect of CSB on salespeople who combat CSB.     

The practical know-how of selling: Differences in knowledge content between more-effective and less-effective performers

Results of both cross-sectional and longitudinal studies of salespeople indicate that more effective and less effective salespeople differ systematically in their knowledge of sales strategies, and to a lesser extent in their knowledge of customer characteristics. For the sales situation examined, more effective salespeople use specific, problem solving-oriented strategies to sell to customers and underlying, functional characteristics to describe customers; less effective salespeople use global, relationship-oriented strategies to sell to customers and surface structure, less functional characteristics to describe customers.The research was supported in part by a grant from the Division of Research, College of Business Administration, The Pennsylvania State University.