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How to build good relationship quality with artisan and shopkeeper customers: A tetraclass analysis (Décisions marketing - N°101)

24 pages

Auteurs : Eric JULIENNE, Sylvie LLOSA

Objectives/Research questions: The salesperson role goes beyond the basic sales function, as they also need to build good relationship quality with professional customers to engender and maintain loyalty. This research aims to identify the levers of salespeople’s relational performance and reveal how those levers contribute to relationship quality. Methodology: Drawing on a literature review, we provide a list of 21 elements of relational performance (ERPs) for salespeople. Using the tetraclass model (Llosa, 1997) with a sample of 202 artisan and shopkeeper customers, we then hierarchize the contribution of the 21 factors to the formation of relationship quality by classifying them into four 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’s extra roles (such as acting as a friend and proactivity) are plus. Managerial/societal implications: This research puts forward new findings on the the hierarchizing of HR actions (training, customer culture, and recruitment) with salespeople with a view to improving relationship quality with customers, depending on customer value and competition intensity. Originality: Although it is usually used to explain the construction of satisfaction in B2C services, in this research tetraclass is applied to the relationship quality between salespeople and their customers in the B2B domain, thus broadening its conceptual scope and external validity. Keywords: B2B, relationship performance of salespeople, relationship quality, tetraclass model. 



15,00 €
Revue Décisions marketing
Numéro Décisions marketing - N°101
Date de parution 2021
ISSN 0779-7389
Nombre de pages 144 pages
Format 180 x 260 mm

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