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Suffit-il d'être orienté client ? L'utilisation éthique des principes d'influence sociale dans la vente

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.
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Submitted on : Saturday, October 3, 2020 - 8:32:23 PM
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Eric Julienne, Annie Banikema. Suffit-il d'être orienté client ? L'utilisation éthique des principes d'influence sociale dans la vente. 30ème Congrès de l'Association Française du Marketing (AFM), May 2014, Montpellier, France. ⟨hal-02956892⟩

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