Is it enough to be customer oriented? The ethical use of social influence principles for selling

Suffit-il d'être orienté client ? L'utilisation éthique des principes d'influence sociale dans la vente

Eric Julienne () and Annie Banikema ()
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Eric Julienne: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management, UEVE - Université d'Évry-Val-d'Essonne
Annie Banikema: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management, UEVE - Université d'Évry-Val-d'Essonne

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Abstract: Over the last 30 years, customer orientation has been the dominant paradigm for sellers who want to build long- term relationships with customers (Saxe and Weitz, 1982). On the other hand, social influence techniques (seller's sympathy, gifts which induce reciprocity, etc.) is suspected of being non ethical and not compatible with building an enduring relationship (Cialdini, 2009). However, this research shows that (1) being customer oriented and using si-multaneously social influence techniques is more effective for closing short term transactions; (2) social influence does not hurt relationship quality when used together with customer orientation.

Keywords: Customer orientation; Social influence; Sales performance; Relationship quality; Orientation client; Influence sociale; Performance; Qualité de la relation (search for similar items in EconPapers)
Date: 2014-05-14
Note: View the original document on HAL open archive server: https://hal.science/hal-02956892v1
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Published in 30ème Congrès de l'Association Française du Marketing (AFM), May 2014, Montpellier, France

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