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Article
Publication date: 12 September 2017

Said Echchakoui

Drawing on socioanalytic theory, this paper aims to explore whether a moderation mediation model can describe the mechanism linking salesperson social reputation…

Abstract

Purpose

Drawing on socioanalytic theory, this paper aims to explore whether a moderation mediation model can describe the mechanism linking salesperson social reputation (perceived stability and plasticity) and performance (customer share of wallet) in relationship marketing. The mediator is the salesperson’s overall equity, and the moderator is the salesperson-customer congruence.

Design/methodology/approach

A structured questionnaire was used to obtain data from 233 customers, served by 44 personal finance advisors at five banking agencies in Canada.

Findings

A multilevel approach showed that both perceived stability and perceived plasticity predict salesperson equity and performance. In addition, the empirical results indicated that the relationship between perceived stability and salesperson performance is partially mediated by salesperson overall equity. However, equity fully mediated the relationship between perceived plasticity and salesperson performance. Finally, the salesperson-customer congruence moderated the effect of both perceived stability and plastic on the salesperson overall equity.

Research limitations/implications

This research suggests that the moderation mediation model enables predicting the relationship between the perceived personality and performance. From a managerial perspective, the author encourages sales managers to pay attention to salespersons’ equity development as well as their performance. Notably, the author suggests that sales managers support and monitor salespeople with regard to improving their social status as well as their social popularity in their interactions with customers.

Originality/value

Previous research in sales force literature focuses on salespersons’ self-personality to predict sales performance. To the best of the author’s knowledge, this study is the first to show it is important to consider the perceived personality of a salesperson in predicting their performance. This study is also the first to introduce the salesperson reputation concept and its dimensions (perceived stability and plasticity).

Details

European Journal of Marketing, vol. 51 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 13 February 2017

Said Echchakoui

This paper aims to examine the roles of both aggregate and specific commission rates to control the sales force in relationship marketing with a customer portfolio.

Abstract

Purpose

This paper aims to examine the roles of both aggregate and specific commission rates to control the sales force in relationship marketing with a customer portfolio.

Design/methodology/approach

Drawn on the concept of customer lifetime value and agency theory, the author calculated both specific and aggregate sales force commission rates in a relationship marketing perspective. Contrary to the prior researchers, the author assumes that, at any period, both the gross margins and retention rate of each customer are a stochastic function of the salesperson’s effort.

Findings

The results indicated that when there is symmetric information between a sales manager and salesperson, both aggregate and specific commissions can be used to monitor the sales force. Under asymmetric information, however, each type of commission rate can only be used under certain conditions. In addition, conditions in which the aggregate commission is equivalent to the specific commission for each customer were derived.

Research limitations/implications

Hypothetical data were used to explain the model. It would be more appropriate to use real data to see its managerial relevance.

Originality/value

In the author’s knowledge, this study is the first that specifically links scholastic customer’s retention and salesperson commission rate to monitor salesperson effort in relationship marketing. It is also the first that shows in which conditions aggregate and specific commission rates are equal for a salesperson’s customer portfolio management.

Details

Journal of Modelling in Management, vol. 12 no. 1
Type: Research Article
ISSN: 1746-5664

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Article
Publication date: 11 November 2014

Said Echchakoui

This paper aims to answer a prominent question that arises for the manager who wishes to recruit a salesperson to maintain and develop a portfolio–customer relationship…

Abstract

Purpose

This paper aims to answer a prominent question that arises for the manager who wishes to recruit a salesperson to maintain and develop a portfolio–customer relationship: Under which condition is this decision profitable for the firm? Though several authors have underscored the importance of the salesperson's role in the creation of purchaser–salesperson relationships, in the author's knowledge, no study has focused on the salesperson's profitability in the relationship approach. This issue is significant for sales managers because the investment in sales force is greater, and the relationship profitability with customers is not guaranteed.

Design/methodology/approach

Econometric model based on transaction cost economics theory and dynamic exchange between firm, salesperson and a customer. Specifically, this model links between customer life value, firm financial value, salesperson cost and relationship time.

Findings

Three zones are identified that can characterize the dynamic salesperson profitability. It was shown that only one zone can be profitable to the firm.

Research limitations/implications

This result is important because it can solve the equivocal posit between scholars with regard to the success or the failure of relationship marketing. This study also specifies the critical retention rate, the critical duration time in which a salesperson begins to be profitable.

Originality/value

In the author's knowledge, this study is the first to use an exchange model to show in which conditions the salesperson will be profitable in relationship marketing.

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Article
Publication date: 12 June 2019

Mohammad Reza Kousheshi, Samad Aali, Ali Reza Bafandeh Zendeh and Soleyman Iranzadeh

The purpose of this paper is to suggest a model for predicting antecedents and consequences of relationship quality in online purchase of physical goods.

Abstract

Purpose

The purpose of this paper is to suggest a model for predicting antecedents and consequences of relationship quality in online purchase of physical goods.

Design/methodology/approach

A total of 462 online buyers in Iran participated in the research by completing questionnaires. The research hypotheses were tested using structural modeling technique.

Findings

The results showed that website quality, online relationship bonds and reputation of seller have positive effect on online relationship quality. The results also showed that online relationship quality has positive effect on electronic word of mouth, online customer share, online customer loyalty and online customer reviews.

Research limitations/implications

In this research, online relationship quality was considered as a higher-order construct including trust, commitment and satisfaction with the relationship. However, to achieve more accurate results, future researchers can investigate the separate impact of each of the relationship quality dimensions (commitment, trust and satisfaction) on the consequences of online relationship quality.

Practical implications

This research provides a wide series of antecedents and consequences of online relationship quality for online stores community so that, through being aware of them, internet stores could choose a suitable guideline to sustain their relationship with online customers and, ultimately, obtain customers’ participation in creating value and strengthening their competitive status.

Originality/value

This paper proposes a more comprehensive model of the antecedents and consequences of relationship quality in online purchases for the first time, and it demonstrates which factors strengthen online relationship quality as well as indicates which customer reactions online relationship quality can reinforce and which consequences it can provide for internet shops.

Details

Journal of Islamic Marketing, vol. 11 no. 1
Type: Research Article
ISSN: 1759-0833

Keywords

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Article
Publication date: 20 June 2018

David A. Gilliam and Casey C. Rockwell

The purpose of this paper is to propose future directions for research into stories and metaphors as concise communication tools that are particularly salient for the fast…

Abstract

Purpose

The purpose of this paper is to propose future directions for research into stories and metaphors as concise communication tools that are particularly salient for the fast pace of today’s retail sales environment.

Design/methodology/approach

A cross disciplinary approach is taken to propose new avenues for sales communication research.

Findings

This work highlights research possibilities into the contextually sensitive constructs of stories and metaphors with associated theoretical approaches. This could improve research into stories and metaphors as communication techniques for retail selling.

Research limitations/implications

The findings indicate that stories and metaphors are highly engaging sensemaking tools that salespeople can use in retail sales encounters. The lack of existing literature within the sales domain suggests a significant learning curve in demarcating the use of these tools.

Practical implications

Stories and metaphors are presently used by salespeople but without the benefit of extensive scientific understanding. This paper builds a foundation for research that could bring clarity to the use of these tools in retail selling.

Originality/value

Researchers will benefit from a finer grained conceptualization with which to examine sales communication. The proposed research should get sales practitioners a clearer understanding of using stories and metaphors in sales encounters.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 8 May 2018

Rocío Rodríguez, Göran Svensson, Sergio Román and Greg Wood

The purpose of this study is to examine the actions and interactions that take place before and after purchase between a service provider (service seller) and its…

Abstract

Purpose

The purpose of this study is to examine the actions and interactions that take place before and after purchase between a service provider (service seller) and its customers (service buyers) in complex business relationships. Specifically, it is to examine customers’ expectations of the service provider’s service offer before purchase and the same customers’ perceptions of the service solution offered after purchase in a business-to-business (B2B) context.

Design/methodology/approach

This study adopted a mixed methods design, which combined data generated through in-depth interviews (both with service buyers and key informants from the service company), an online customer survey, analysis of textual documents and structured observations of buyer–seller interactions and actions. Both objective and subjective points of view at different stages of the investigation were collected.

Findings

The authors’ results show that, contrary to previous evidence in B2C service research, the customers’ perceptions of the service performance were not significantly related to their previous expectations. In this context, characterized by dynamic and constantly evolving processes and many parties (both from the buyer and the seller company) involved in the implementation process, service complexity may cause a lack of well-formed expectations regarding how the service will perform and its relevant performance attributes.

Research limitations/implications

This study suggests that the service models traditionally used to describe and explain customer service expectations and perceptions in relatively simple service contexts with final consumers are difficult to apply in B2B complex business relationships. Rather, scholars need to take a holistic, continuously evolving and adapted perspective when examining the formation of customer service expectations and their perceptions in B2B complex services.

Practical implications

There should be a teleological balance between sales and purchase approaches in B2B contexts to optimize the outcome of complex business relationships between service providers and service receivers. The authors suggest several recommendations to service providers to ensure that their salespeople do not create unrealistic and unachievable expectations in the minds of the service receivers. Service providers are also encouraged to develop formal cross functional teams (e.g. consisting of salespeople, service technicians and service support) based on mutual understanding and information sharing.

Originality/value

This study provides an alternative time-oriented understanding of the way customer expectations before purchase and their perceptions after purchasing a complex software solution in industrial markets formed through the lens of teleological framework. As such, this is the first empirical inquiry with this specific framework in B2B contexts making a relevant contribution to literature.

Details

Journal of Business & Industrial Marketing, vol. 33 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 13 November 2017

Lakhi Muhammad, Batiah Mahadi and Nazimah Hussin

The purpose of this paper is to investigate the effects of structural social capital, relational social capital and cognitive social on relationship satisfaction, and also…

Abstract

Purpose

The purpose of this paper is to investigate the effects of structural social capital, relational social capital and cognitive social on relationship satisfaction, and also to investigate how relationship satisfaction is associated with negative word-of-mouth and re-patronage intentions, in service recovery.

Design/methodology/approach

A sample of 478 Pakistani banking industry clients, who registered a complaint to their bank recently, answered the survey. Variance-based partial least squares structural equation modeling was employed for data analysis.

Findings

Results demonstrate that all three facets of social capital have a significant positive impact on relationship satisfaction. However, relationship satisfaction enhances customer re-patronage intentions and restrains negative word-of-mouth intentions.

Practical implications

Findings are important for service firms, particularly for banks to adjust their service recovery strategies.

Originality/value

The paper verified the influence of structural social capital, cognitive social capital and relational social capital on relationship satisfaction and tested the influence of relationship satisfaction on negative word-of-mouth and re-patronage intentions.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 7 December 2020

Barbara Barney-McNamara, James Peltier, Pavan Rao Chennamaneni and Keith Eric Niedermeier

The purpose of this paper is to provide a detail review of the social selling literature and to offer future research needs. Social selling has gained the attention of…

Abstract

Purpose

The purpose of this paper is to provide a detail review of the social selling literature and to offer future research needs. Social selling has gained the attention of sales researchers. Rather than merely a new tool, social selling redefines the traditional sales process. However, the literature is spread across topics of social media and sales, social customer relationship management, salesforce automation and social selling, and does not provide an agreed-upon definition or tested construct for implementation.

Design/methodology/approach

The paper presents a comprehensive literature review of social selling and all related terminology.

Findings

The authors propose a social selling framework that includes personal branding, information exchange, networking and social listening to define and outline the construct while suggesting the antecedents and outcomes to guide future research. Findings from a literature review include outlining key theories used in social selling research.

Originality/value

This review offers a conceptual framework of social selling, including both antecedents and outcomes, to inform future research and guide academics and practitioners.

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Article
Publication date: 31 January 2020

Yonggui Wang, Daniel Peter Hampson and Myat Su Han

This study aims to examine the positive and negative consequences of relationship closeness between salespersons and their business customers in a B2B sales context: sales…

Abstract

Purpose

This study aims to examine the positive and negative consequences of relationship closeness between salespersons and their business customers in a B2B sales context: sales performance and salesperson passive opportunism.

Design/methodology/approach

Drawing on the social exchange theory, the authors develop a conceptual model of positive and negative consequences of relationship closeness. The authors empirically test the model using matched survey data from 269 salesperson-sales supervisor dyads and individual sales performance ratings from one of the largest distribution and market expansion companies in Myanmar.

Findings

Results provide evidence of positive (i.e. sales performance) and negative (i.e. salesperson passive opportunism) consequences of salesperson’s perceived relationship closeness. These relationships are, however, contingent on organization-level and employee-level factors. High extent of supervision enhances the effects of salesperson’s perceived relationship closeness on sales performance but attenuates its influence on salesperson passive opportunism. The effect of salesperson’s perceived relationship closeness on salesperson’s passive opportunism is stronger for salespersons with a promotion (vs prevention) focus.

Research limitations/implications

The results offer guidelines to firms seeking to optimize the efficacy of close relationships between their salespersons and customers. For example, higher levels of supervision could increase the likelihood of positive outcomes of relationship closeness while minimizing its negative consequences.

Originality/value

To the best of the authors’ knowledge, this study is the first to demonstrate not only the benefits of relationship closeness between salespersons and customers but also its dark side: the relationship closeness paradox.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 6
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 14 November 2016

Seonjeong Ally Lee, Miyoung Jeong and Myunghee Mindy Jeon

The purpose of this study is to propose four experiential components of e-servicescape that influence customers’ pleasure emotions, satisfaction with bed and breakfast…

Abstract

Purpose

The purpose of this study is to propose four experiential components of e-servicescape that influence customers’ pleasure emotions, satisfaction with bed and breakfast (b&b) websites and behavioral intentions in the context of the b&b industry.

Design/methodology/approach

This study is based on a cross-sectional, self-administered online survey from b&b customers.

Findings

This study identifies that both perceived enjoyment and social presence represent positive effects on customers’ pleasure emotions and satisfaction with b&b websites. However, flow experience only influences customers’ pleasure emotions, and interactivity only affects customers’ satisfaction with b&b websites. Results from this study confirm that customers’ pleasure emotions influence their satisfaction with b&b websites and their behavioral intentions.

Originality/value

This paper incorporates the roles of experiential factors of e-servicescape in the context of the b&b industry.

Details

Journal of Hospitality and Tourism Technology, vol. 7 no. 4
Type: Research Article
ISSN: 1757-9880

Keywords

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