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Salespeople's value creation roles in customer interaction : An empirical study

Hohenschwert, Lena LU (2012) In Journal of Customer Behaviour 11(2). p.145-166
Abstract
Researchers have called for the need to investigate the salesperson's role in customer value creation in the context of companies moving into service and solution businesses. Despite the indisputable importance of the sales function in the company's customer relationships and in value creation for these customers, relevant literature has not yet answered the question of what salespeople actually do when they create value for the customer in business interactions. By answering this question, this paper aims to shed light on the individual salesperson's role(s) in creating customer value. Based on an in-depth qualitative case study, shadowing salespeople of a full-service packaging provider during their work, four roles summarizing the... (More)
Researchers have called for the need to investigate the salesperson's role in customer value creation in the context of companies moving into service and solution businesses. Despite the indisputable importance of the sales function in the company's customer relationships and in value creation for these customers, relevant literature has not yet answered the question of what salespeople actually do when they create value for the customer in business interactions. By answering this question, this paper aims to shed light on the individual salesperson's role(s) in creating customer value. Based on an in-depth qualitative case study, shadowing salespeople of a full-service packaging provider during their work, four roles summarizing the different ways salespeople can create customer value have been identified: the advisor, the broker, the secretary and the friend. Theoretical contributions lie in the integration of an interaction perspective into selling, highlighting the disregarded complexity of industrial selling. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
industrial selling, case study, solution selling, value creation, interaction, salesperson roles
in
Journal of Customer Behaviour
volume
11
issue
2
pages
22 pages
publisher
Westburn Publishers
ISSN
1475-3928
DOI
10.1362/U7539212X13420906U4679
language
English
LU publication?
yes
id
492871b4-df33-4aa8-a7d5-0fb6dec2b929 (old id 3633996)
date added to LUP
2013-04-22 09:15:44
date last changed
2017-03-14 16:29:56
@article{492871b4-df33-4aa8-a7d5-0fb6dec2b929,
  abstract     = {Researchers have called for the need to investigate the salesperson's role in customer value creation in the context of companies moving into service and solution businesses. Despite the indisputable importance of the sales function in the company's customer relationships and in value creation for these customers, relevant literature has not yet answered the question of what salespeople actually do when they create value for the customer in business interactions. By answering this question, this paper aims to shed light on the individual salesperson's role(s) in creating customer value. Based on an in-depth qualitative case study, shadowing salespeople of a full-service packaging provider during their work, four roles summarizing the different ways salespeople can create customer value have been identified: the advisor, the broker, the secretary and the friend. Theoretical contributions lie in the integration of an interaction perspective into selling, highlighting the disregarded complexity of industrial selling.},
  author       = {Hohenschwert, Lena},
  issn         = {1475-3928},
  keyword      = {industrial selling,case study,solution selling,value creation,interaction,salesperson roles},
  language     = {eng},
  number       = {2},
  pages        = {145--166},
  publisher    = {Westburn Publishers},
  series       = {Journal of Customer Behaviour},
  title        = {Salespeople's value creation roles in customer interaction : An empirical study},
  url          = {http://dx.doi.org/10.1362/U7539212X13420906U4679},
  volume       = {11},
  year         = {2012},
}