Activating salesperson resilience during the COVID-19 crisis: The roles of employer event communication and customer demandingness

Luu, Tuan Trong

doi:10.1016/j.indmarman.2021.03.007

Cited by 33 publications

(35 citation statements)

References 166 publications

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“…Los vendedores no solo se han enfrentado a la amenaza de la propagación de la pandemia o a la inseguridad laboral (derivados de los ceses de actividad temporales o permanentes impuestos por los distintos gobiernos), sino también a los propios de su puesto de trabajo, obligando a centrar la atención en lo que algunos autores han denominado como "la resiliencia del vendedor" (Cortez & Johnston, 2020;Hartmann & Lussier, 2020;Luu, 2021), teniéndose que adaptar a un entorno menos presencial y, sobre todo, con más carga de estrés. Por ello, resulta fundamental seguir potenciando un perfil de vendedor ético y altamente cualificado, al tiempo que goce de adaptación y flexibilidad en la alternancia de escenarios presenciales y a distancia, pero que pueda garantizar que las necesidades…”

Section: Discusión De Resultadosunclassified

“…Del mismo modo, repercute de forma negativa cuando el vendedor no sustenta su actuación bajo el enfoque de venta ética, provocando en el cliente efectos negativos tales como la insatisfacción, la no repetición de compra o el cambio hacia otro proveedor. En consecuencia, la conexión entre el comportamiento ético del vendedor y estas variables relacionales es directa y altamente relevante (Luu, 2021;Valenzuela et al, 2010).…”

Section: Marketingunclassified

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La influencia de la venta ética en las variables relacionales del cliente industrial en tiempos de COVID-19

Martín-Castejón

Gómez-Martínez

2022

Innovar

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La presente investigación tiene como objetivo proporcionar una visión actualizada de la venta personal en un entorno business to business (b2b), a través del estudio de la venta ética y su relación con la satisfacción, confianza y lealtad del cliente con la compañía vendedora, en un entorno donde el contacto presencial se ha visto minimizado e incluso anulado, en muchas ocasiones, debido al nuevo escenario comercial producido por la covid-19. Está basada en un estudio empírico donde se ha manejado una muestra de conveniencia compuesta por los clientes (pymes) de seis distribuidores de suministros y venta industrial. Se eligieron de forma aleatoria 100 clientes por distribuidor, generando una muestra de 600 clientes industriales, de la que se recibieron 248 cuestionarios válidos en el mes de marzo del 2021. Posteriormente, fueron analizados a través de ecuaciones estructurales. Los resultados obtenidos ponen de manifiesto que la venta ética tiene un efecto positivo y directo en la satisfacción y confianza, e indirecto en la lealtad. En conjunto, los resultados del estudio revelan el papel fundamental de los vendedores en el mercado industrial y pretenden animar el interés académico y empresarial por la gestión eficiente de la fuerza de ventas desde una perspectiva ética.

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Section: Discusión De Resultadosunclassified

Section: Marketingunclassified

La influencia de la venta ética en las variables relacionales del cliente industrial en tiempos de COVID-19

Martín-Castejón

Gómez-Martínez

2022

Innovar

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“…Among them, economics puts emphasis on issues at the macro level such as social calculation, while cognition focuses on physiological measurement at the micro-level within individuals. Due to differences in product perception and subjective experience between sellers and consumers, failing to quantitatively measure consumers’ cognition and emotion would be a potential danger for sellers (Fu et al, 2019; Luu, 2021). Similarly, Consumer neuroscience is also considered an extremely promising and effective research field and thus employed by sellers and marketers as a scientific approach to analyze and understand consumer behaviors (Hsu & Chen, 2020).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Experiential Product Promotions on e-Commerce Platform: From the Perspective of Consumer Cognition and Emotion

2023

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To probe into consumer behavior from the perspective of cognition and emotion, meanwhile offering objective and quantitative physiological evidence for advertisers, e-commerce platforms selling experiential products, and other e-commerce platforms for holiday promotional activities. This paper adopted a combination of multi-channel physiometer and questionnaire survey, in which a total of 42 subjects including 18 men and 24 women is selected and recruited. (1) Factors such as promotion, music background, and model backdrop help to enhance the festive atmosphere of e-commerce platforms and stimulate positive emotions of consumers; (2) Greeting cards can stimulate positive emotions among female consumers, but they are not statistically significant in stimulating male consumers; (3) The effect of warm and cold colors on the sympathetic nerves of consumers is significant, among which warm colors can significantly ignite the positive emotions; and (4) Although not all indicators of multi-channel physiometer are consistent with questionnaire data, the differences can be explained, so it proves to be a sound method to quantitatively measure emotions. This paper conducted multi-channel physiometer research on E-commerce platform promotions and consumer behaviors from the perspective of cognition and emotion, which provided an objective quantitative method for online retailers and marketers.

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“…In the existing literature, salespeople’s sustainable work performance can be affected and determined by employers, supervisors and salespeople themselves. Employer’s strategies to influence salespeople’s psychological capability for better work performance include mindful relationship management (Zafari et al 2020 ) and effective event communication (Luu 2021 ). Support from supervisors such as creating an ethical climate (Wimbush and Shepard 1994 ), giving autonomy and feedback (Bakker and Demerouti 2007 ), sustainable leadership (Iqbal and Ahmad 2021 ) and knowledge sharing (Matsuo and Aihara 2022 ) can result in more ethical sales behaviors and higher work capabilities.…”

Section: Literature Reviewmentioning

confidence: 99%

Psychological capabilities for salespeople’s sustainable work performance in financial services sector

Ewe

2023

J Financ Serv Mark

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The present study investigated the importance of psychological capabilities to support financial product salespeople in overcoming challenges and sustaining motivation and work performance during and after COVID-19 pandemic. Furthermore, this study suggests useful ways to develop the psychological capabilities. By using an interpretive phenomenological approach as the methodology, twenty financial product salespeople have been interviewed. The findings reveal that positive mindset, belief-in-oneself and not-giving-up are crucial psychological capabilities for salespeople’s sustainable work performance. These psychological capabilities match with the elements in the Psychological Capital Model. Positive mindset is associated with hope and optimism; belief-in-oneself is associated with self-efficacy, and not-giving-up is associated with resilience. The study also found approaches that help develop these psychological elements, including being proactive in seeking help and guidance, setting personal goal, and continuous learning. The findings contribute to the financial services and sales literature by providing a better understanding of how psychological capabilities help motivate financial product salespeople toward positive and sustainable work outcomes, and the ways to develop the psychological capabilities.

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Activating salesperson resilience during the COVID-19 crisis: The roles of employer event communication and customer demandingness

Cited by 33 publications

References 166 publications

La influencia de la venta ética en las variables relacionales del cliente industrial en tiempos de COVID-19

La influencia de la venta ética en las variables relacionales del cliente industrial en tiempos de COVID-19

Experiential Product Promotions on e-Commerce Platform: From the Perspective of Consumer Cognition and Emotion

Psychological capabilities for salespeople’s sustainable work performance in financial services sector

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