Le rôle des comportements relationnels des commerciaux dans la GRC

Fanny Poujol ()
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Fanny Poujol: UPN - Université Paris Nanterre

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Abstract: Although experts agree on the importance of the Customer Relationship Management (CRM), it is noticeable that sales forces often fail to act accordingly. Salespeople frequently still have a sales rather than customer orientation. Nevertheless, it seems that the salesperson plays a key part in satisfying customers and developing their loyalty. Upstream of relational satisfaction and the quality of the relationship, salespeople's behaviors are the subject of numerous articles, many of which consider that their customer orientation is crucial in terms of CRM. The present study aims, on the one hand, to ascertain salespeople's salient behaviors from a relational point of view and, on the other, to identify the antecedents of these relational behaviours. A review of the literature on the salesperson-customer interface reveals the importance of the salesperson's customer orientation in customer relationship management.

Date: 2008
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Published in Revue management & avenir, 2008, La Vente : le nécessaire aggiornamento. Les recherches doctorales françaises en vente : bilan et perspectives, 16, pp.120. ⟨10.3917/mav.016.0120⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03122145

DOI: 10.3917/mav.016.0120

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