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La influencia de la venta ética en las variables relacionales del cliente industrial en tiempos de COVID-19
Influence of ethical sales on the relational variables of the industrial customer amid COVID-19
A influência da venda ética nas variáveis relacionais do cliente industrial em tempos da covid-19
DOI:
https://doi.org/10.15446/innovar.v32n86.104667Palabras clave:
lealtad, pyme industrial, satisfacción del cliente, venta ética, venta relacional (es)Loyalty, industrial SME, customer satisfaction, ethical selling, relationship selling (en)
lealdade, PME industrial, satisfação do cliente, venda ética, venda relacional (pt)
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La presente investigación tiene como objetivo proporcionar una visión actualizada de la venta personal en un entorno business to business (b2b), a través del estudio de la venta ética y su relación con la satisfacción, confianza y lealtad del cliente con la compañía vendedora, en un entorno donde el contacto presencial se ha visto minimizado e incluso anulado, en muchas ocasiones, debido al nuevo escenario comercial producido por la covid-19. Está basada en un estudio empírico donde se ha manejado una muestra de conveniencia compuesta por los clientes (pymes) de seis distribuidores de suministros y venta industrial. Se eligieron de forma aleatoria 100 clientes por distribuidor, generando una muestra de 600 clientes industriales, de la que se recibieron 248 cuestionarios válidos en el mes de marzo del 2021. Posteriormente, fueron analizados a través de ecuaciones estructurales. Los resultados obtenidos ponen de manifiesto que la venta ética tiene un efecto positivo y directo en la satisfacción y confianza, e indirecto en la lealtad. En conjunto, los resultados del estudio revelan el papel fundamental de los vendedores en el mercado industrial y pretenden animar el interés académico y empresarial por la gestión eficiente de la fuerza de ventas desde una perspectiva ética.
This research seeks to provide an updated view of personal sales in a business-to-business (b2b) environment through the study of ethical sales and their relationship with customer satisfaction, trust, and loyalty to the selling company in an environment where face-to-face contact has been minimized and even annulled, on many occasions due to the new commercial scenario caused by the covid-19 pandemic. This research is based on an empirical study using a convenience sample comprised of customers (smes) of six supplies and industrial sales distributors. One hundred customers were randomly chosen per distributor, resulting in a sample of 600 industrial clients, from which 248 valid questionnaires were received in March 2021. Subsequently, they were analyzed through structural equations. The results show that ethical sales have a positive and direct impact on satisfaction and trust and an indirect effect on loyalty. The study results reveal sellers' critical role in the industrial market. They aim to encourage academic and business interest in the efficient sales force management from an ethical perspective.
a presente pesquisa tem o objetivo de proporcionar uma visão atualizada da venda pessoal num ambiente business to business (B2B), a partir do estudo da venda ética e sua relação com a satisfação, confiança e lealdade do cliente com a companhia vendedora, num ambiente onde o contato presencial tem sido minimizado e inclusive anulado, em muitas ocasiões, devido ao novo cenário comercial produzido pela covid-19. Está baseada num estudo empírico em que se utilizou uma amostra por conveniência composta dos clientes (pequenas e médias empresas) de seis distribuidores de suprimentos e venda industrial. Foram eleitos de forma aleatória 100 clientes por distribuidor, gerando uma amostra de 600 clientes industriais, da qual foram recebidos 248 questionários válidos em março de 2021. Em seguida, foram analisados com base em equações estruturais. Os resultados obtidos evidenciam que a venda ética tem um efeito positivo e direto na satisfação e na confiança, e indireto na lealdade. Em conjunto, os resultados deste estudo revelam o papel fundamental dos vendedores no mercado industrial e pretendem incentivar o interesse acadêmico e empresarial pela gestão eficiente da força de vendas sob uma perspectiva ética.
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