How sales managers can use salespeople's perceived attributes to monitor and motivate a sales force during relationship marketing

被引：7

作者：

Echchakoui, Said ^{[1
]}

Ghilal, Rachid ^{[2
]}

机构：

[1] Univ Quebec, Management Dept, Poste 3363, Rimouski, PQ, Canada

[2] Univ Quebec, Management Dept, Poste 3313, Rimouski, PQ, Canada

来源：

EUROPEAN RESEARCH ON MANAGEMENT AND BUSINESS ECONOMICS | 2019年 / 25卷 / 02期

关键词：

Sales force; Customer retention; Firm's financial value; Markov chain; Agency theory; CONCEPTUAL-FRAMEWORK; SALESPERSON; COMPENSATION; AGENDA;

D O I：

10.1016/j.iedeen.2019.02.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study uses the Markov chain and agency theory to demonstrate a link between a salesperson's perceived attributes with customer retention and both optimal effort and commission, using a relational perspective. The purpose is to show sales managers that, with a customer survey, they can use perceived sales force attributes to monitor and motivate employees during relationship marketing. This paper also demonstrates that optimal sales force compensation drives salespeople to enhance perceived attributes. (C) 2019 AEDEM. Published by Elsevier Espana, S.L.U.

引用

页码：99 / 104

页数：6

共 6 条

[1] Steering the Sales Force for New Product Selling: Why Is it Different, and How Can Firms Motivate Different Sales Reps?
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Hada, Mahima
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[J]. JOURNAL OF MARKETING, 2018, 82 (04) : 127 - 145
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Tseng, Lu-Ming
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[J]. LEARNING ORGANIZATION, 2016, 23 (01): : 61 - 76
[6] Satisfied customers: profitable customer relationships: pharmaceutical marketing: how pharmaceutical sales representatives can achieve economic success through relationship management with settled general practitioners - an empirical study
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