How would the management of human behavior variables influence customer-oriented management?

2020. Kybernetes.. DOI: 10.1108/K-07-2018-0397 - Vol: 49 Nº 3 Páginas: 797-818.

Leslier M Valenzuela F., Francisco Arroyo C., Francisco Villegas P.

Abstract:

Salesperson’s actions are critical in helping the firm develop customer value orientation and long-term relationship with profitable customers to achieve sustainable sales growth and profitability over time. The purpose of this paper is to examine the salespeople and service executives’ perceptions about the relevance of some human resource management variables and employees’ attitudes as key factors to develop a company’s customer value orientation. The authors tested whether the perceptions of role ambiguity, incentives policy and provided training (PT) had an impact on job involvement (JI), job satisfaction (JS), and consequently, on customer value orientation.

Palabras claves: fuerza de ventas, orientación al cliente, orientación al valor del cliente, relaciones a largo plazo, crecimiento de ventas, rentabilidad, gestión de recursos humanos, ambigüedad de rol, políticas de incentivos, capacitación, involucramiento laboral, satisfacción laboral, actitudes de empleados, desempeño organizacional, ejecutivos de servicio, comportamiento del vendedor

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