Relationship conflict in stores: a longitudinal study of intra-store conflict on salespeople’s helping, customer-oriented behavior, and customer purchase behavior

IF 3.9 Q2 BUSINESS

Journal of Personal Selling & Sales Management Pub Date : 2022-09-15 DOI:10.1080/08853134.2022.2116334

Michel Tremblay

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Abstract

Abstract Although the service-profit chain model has been studied widely, little is known about the processes and conditions of store-level relationship conflict to an increase or decrease in customer purchase behavior. Accordingly, this study aims to investigate the cumulative effects of relationship conflict on changes in unit-level helping, the effect of salespeople’s helping behavior on customer-oriented behavior (COB), and the subsequent impact on changes in customer purchase. To test these relationships, data points were collected from 1,523 salespeople observations and 13,005 customers across 116 pooled stores assessed in six waves over more than 6 years. The findings revealed that stores with a long history of low relationship conflict consistently displayed high helping behavior. Results show that helping growth depends on the degree of conflict intensity and asymmetry; the intensity of relationship conflict led to an increase in helping behavior when conflict asymmetry is high and to a decrease of such behaviors when conflict asymmetry is low. Results also showed that store-level helping behavior had a positive effect on COB, which in turn had a cumulative positive effect on changes in customer purchase behavior.

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店内关系冲突：店内冲突对销售人员帮助、顾客导向行为和顾客购买行为的纵向研究

摘要尽管服务利润链模型已经得到了广泛的研究，但人们对商店层面的关系冲突与顾客购买行为的增加或减少的过程和条件知之甚少。因此，本研究旨在调查关系冲突对单位层面帮助变化的累积影响，销售人员的帮助行为对客户导向行为（COB）的影响，以及随后对客户购买变化的影响。为了测试这些关系，从1523名销售人员的观察中收集了数据点，并对116家合并商店的13005名顾客进行了六次评估，超过6次年。研究结果显示，长期存在低关系冲突的商店一贯表现出高帮助行为。结果表明，帮助成长取决于冲突强度和不对称程度；当冲突不对称性较高时，关系冲突的强度会导致帮助行为的增加，而当冲突不对称度较低时，这种行为会减少。结果还表明，商店层面的帮助行为对COB有积极影响，而COB又对顾客购买行为的变化有累积的积极影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Personal Selling & Sales Management BUSINESS-

CiteScore

5.70

自引率

36.40%

发文量

期刊介绍： As the only scholarly research-based journal in its field, JPSSM seeks to advance both the theory and practice of personal selling and sales management. It provides a forum for the exchange of the latest ideas and findings among educators, researchers, sales executives, trainers, and students. For almost 30 years JPSSM has offered its readers high-quality research and innovative conceptual work that spans an impressive array of topics-motivation, performance, evaluation, team selling, national account management, and more. In addition to feature articles by leaders in the field, the journal offers a widely used selling and sales management abstracts section, drawn from other top marketing journals.