This research seeks to provide insights into seller-perceived relationship quality in the Business-to-Business context. A qualitative study was conducted through interviews with sixteen sellers from multiple sectors to identify dimensions and antecedents of buyer-seller relationships quality.In light of the findings stemming from thematic and lexical analysis, four dimensions of relationship quality have emerged: mutual trust, partners' commitment in the relationship, cooperation and conflict. Also, the research identifies several key success factors in business relationships that are grouped into different categories: factors related to characteristics of the two relationship parties, factors related to relational behaviors and factors related to characteristics of the offer. These results serve as valuable indicators, allowing managers to evaluate, adjust and develop their relationships marketing strategies. They also provide a tool for improving sales force managing. This study provides a significant contribution to the relationship quality literature and it helps to settle controversies on this subject. In addition, directions for further research have been suggested.
Empathy has been measured in several fields, such as psychology, marketing and sales force, which is why several scales have been developed. The contradictory effects of empathy on sales performance are partly attributed to the conceptualisation of empathy as a onedimensional, bi-dimensional or multi-dimensional construct. This research aims to contribute to this debate by drawing on a review of the cognitive neuroscience literature and the contributions of the biomarketing paradigm to explain the neurochemical and neuroanatomical processes of empathy. we will focus our attention on the study of the scale of empathy proposed by McBane (1995). This neurological corroboration leads us to consider that empathy is composed of both the affective and cognitive dimensions and that emotional contagion is not a third dimension of empathy, but constitutes the phylogenetic basis of affective empathy. These neurochemical and neuroanatomical corroborations fundamentally reconfirm the number of dimensions proposed by McBane (1995) and constitute a solid theoretical groundwork that paves the way for future empirical research.
La présente recherche se focalise sur l’étude des traits de personnalité en tant que déterminant de l’offre imaginée. Une recherche quantitative est menée auprès de 665 consommateurs Tunisiens ayant acheté des produits durables. Les résultats ont montré que le perfectionnisme, l’optimisme et la susceptibilité à l’influence interpersonnelle peuvent agir sur la formation de l’offre imaginée.
The growth of existing customers' database made by the availability of a large volume of customer data and modern information technologies make the use of data mining tools both a necessity and an opportunity. Several research studies have drawn attention to the interest of applying knowledge discovery in data (KDD) and data mining methods to extract customer knowledge. These methods would improve the customer knowledge management (CKM) process and equip decision-makers with better knowledge about their customers to better serve them. The purpose of this paper is to show customer relationship (CRM) process steps and related objectives with appropriate data mining methods and techniques for better marketing decision making.
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