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ARTÍCULO
TITULO

A salesperson-customer relationship perspective of sales force ethical behaviour

Zoha Fatima    

Resumen

In this competitive environment, as the companies are producing similar products, the only thing that can differentiate one company from other company is the behaviour of salespeople. Salesforce ethical behaviour has been found to have an immense impact on customer?s trust, satisfaction and commitment with the salesperson, influencing salesperson-customer relationship. As the profitability of sales organizations depend on the successful relationship between salespeople and customers, efforts are being made by sales organizations to encourage salespeople to behave ethically and address the concern of customers with due responsibility. This paper makes an attempt to analyse the impact of salesforce ethical behaviour on salesforce-customer relationship and suggests ways to improve it. The paper is based on review of studies.

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