How to build a good relationship quality with artisan and shopkeeper customers? A Tetraclass analysis

Comment construire une relation de qualité avec une clientèle d’artisans et commerçants ? Une analyse Tétraclasse

Eric Julienne () and Sylvie Llosa ()
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Eric Julienne: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], UEVE - Université d'Évry-Val-d'Essonne
Sylvie Llosa: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: Research objectives : Salespeople do not simply have the mission to sell, but also to build a good relationship quality with professional customers in order to get them loyal. This research aims to identify the levers of salespeople relational performance and their respective contributions to relational quality. Methodology : Drawing on a literature review, the authors provide a list of 21 relational performance elements (RPE's). Then, using the tetraclass model (Llosa, 1997) tested on a sample of 202 artisan and shopkeeper customers, they hierarchize the weight of these 21 factors in the formation of relationship quality, by classifying them into 4 categories: basic, key, plus and secondary elements. Results : The results show that customer oriented behaviors are basic, customer culture elements are key, and elements linked to salespeople extra-roles (role of a friend, proactive role) are plus. Managerial/societal implications : This research helps hierarchizing HR actions with salespeople (training, customer culture, and recruitment) in order to increase relationship quality with customers, depending on customer value and competition intensity. Originality : Whereas tetraclasses is usually used for explaining the formation of satisfaction in the field of B2C services, in this research it focuses on relationship quality with salespeople in the B2B field. It thus broadens its conceptual scope and external validity.

Keywords: Relationship performance of salespeople; Relationship quality; Tetraclass model; B2B; Performance relationnelle des commerciaux; Qualité relationnelle; Modèle tétraclasse (search for similar items in EconPapers)
Date: 2021-01
Note: View the original document on HAL open archive server: https://hal.science/hal-02889848v1
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Published in Décisions Marketing, 2021, 101, pp.63-88

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