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dc.contributor.authorMartín Castejón, Pedro Juanen_US
dc.contributor.authorRomán Nicolás, Sergioen_US
dc.contributor.authorFernández Sabiote, Estelaen_US
dc.identifier.citationInvestigaciones europeas de dirección de la empresa (IEDEE) |c1135-2523 |v17 |y2011 |h3 |p91-109en_US
dc.description.abstractThe 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 customeroriented 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.en_US
dc.publisher|aAcademia Europea de Dirección y Economia de la Empresa (AEDEM) |cVigoen_US
dc.subject.keywordcustomer-oriented sellingen_US
dc.subject.keywordethical sellingen_US
dc.subject.keywordrelational variablesen_US
dc.subject.keywordindustrial smesen_US
dc.titleInfluencia de los comportamientos relacionales del venedor individual sobre la satisfaction confianza y lealtad del comprador en un contexto de PYMES industrialesen_US

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