Quand l'Orientation Client du vendeur conduit au développement de la relation: Le rôle modérateur de la propension relationnelle du client

Fanny Poujol () and Béatrice Siadou-Martin ()
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Fanny Poujol: MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School
Béatrice Siadou-Martin: MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School

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Abstract: Both researchers and managers recognize the importance of salespeople' customer orientation in order to build profitable relationship with consumers. However the question of the consumer propensity to be involved in a relationship seems fundamental. The paper studies both, the impact of salespeople' customer orientation on the quality of the relationship (that corresponds to the customer trust toward the salesperson and the satisfaction toward the salesperson) and on the post-purchase response, the indirect effect of the consumer relationship propensity on this model. We conducted an empirical study on 306 French consumer about a buying experience of high technology product. Results show the mediator role of relational quality and the moderator role of the consumer propensity to be involved in a relationship.

Keywords: customer orientation; sales-people; relmationship quality; consumer relationship propensity; orientation client; vendeur; qualité relationnelle; profession relationnelle du client (search for similar items in EconPapers)
Date: 2012
Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-03121686v1
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Published in Gestion 2000, 2012, 29 (2), pp.87-103. ⟨10.3917/g2000.292.0087⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03121686

DOI: 10.3917/g2000.292.0087

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