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Is it enough to be customer oriented? The ethical use of social influence principles for selling
[Suffit-il d'être orienté client ? L'utilisation éthique des principes d'influence sociale dans la vente]

Author

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  • Eric Julienne

    (LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management, UEVE - Université d'Évry-Val-d'Essonne)

  • Annie Banikema

    (LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management, UEVE - Université d'Évry-Val-d'Essonne)

Abstract

Over the last 30 years, customer orientation has been the dominant paradigm for sellers who want to build long- term relationships with customers (Saxe and Weitz, 1982). On the other hand, social influence techniques (seller's sympathy, gifts which induce reciprocity, etc.) is suspected of being non ethical and not compatible with building an enduring relationship (Cialdini, 2009). However, this research shows that (1) being customer oriented and using si-multaneously social influence techniques is more effective for closing short term transactions; (2) social influence does not hurt relationship quality when used together with customer orientation.

Suggested Citation

  • Eric Julienne & Annie Banikema, 2014. "Is it enough to be customer oriented? The ethical use of social influence principles for selling [Suffit-il d'être orienté client ? L'utilisation éthique des principes d'influence sociale dans la v," Grenoble Ecole de Management (Post-Print) hal-02956892, HAL.
    • Handle: RePEc:hal:gemptp:hal-02956892
    Note: View the original document on HAL open archive server: https://hal.science/hal-02956892v1
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