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Customer-oriented salespeople’s value creation and claiming in price negotiations

Journal of the Academy of Marketing Science, 2022-07, Vol.50 (4), p.689-712 [Peer Reviewed Journal]

The Author(s) 2022 ;COPYRIGHT 2022 Springer ;The Author(s) 2022. This work is published under http://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 0092-0703 ;EISSN: 1552-7824 ;DOI: 10.1007/s11747-022-00846-x

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Title:
Customer-oriented salespeople’s value creation and claiming in price negotiations
Author: Kassemeier, Roland ; Alavi, Sascha ; Habel, Johannes ; Schmitz, Christian
Subjects: Business and Management ; Compensation plans ; Customer relations ; Customers ; Enforcement ; Leadership ; Management ; Managers ; Marketing ; Negotiation, mediation and arbitration ; Negotiations ; Original Empirical Research ; Prices ; Pricing ; Profits ; Purchase intention ; Sales management ; Sales personnel ; Salespeople ; Social Sciences ; Value added ; Value creation
Is Part Of: Journal of the Academy of Marketing Science, 2022-07, Vol.50 (4), p.689-712
Description: Although customer orientation is widely endorsed as a crucial salesperson characteristic, little is known about its effect in price negotiations with customers. This study rectifies this omission and argues for its ambiguous effects. While customer-oriented salespeople create value for customers that enables them to reduce price concessions, they may overly focus on customers’ needs and, in doing so, hesitate to defend against such requests. Results of two quantitative studies and one preliminary qualitative study reveal that customer-oriented salespeople do not unconditionally benefit from their created value in price negotiations with customers. That is, salespeople effectively leverage their created value to negotiate prices with customers only if their sales managers instill confidence that high prices are justified. Furthermore, we find that profit-related incentives reduce undesired consequences of salespeople’s customer orientation in price negotiations.
Publisher: New York: Springer US
Language: English
Identifier: ISSN: 0092-0703
EISSN: 1552-7824
DOI: 10.1007/s11747-022-00846-x
Source: ProQuest One Psychology
Springer OA刊
ProQuest Central

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Customer-oriented salespeople’s value creation and claiming in price negotiations

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