<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0121-5051</journal-id>
<journal-title><![CDATA[Innovar]]></journal-title>
<abbrev-journal-title><![CDATA[Innovar]]></abbrev-journal-title>
<issn>0121-5051</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Económicas. Universidad Nacional de Colombia.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-50512022000400151</article-id>
<article-id pub-id-type="doi">10.15446/innovar.v32n86.104667</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La influencia de la venta ética en las variables relacionales del cliente industrial en tiempos de COVID-19]]></article-title>
<article-title xml:lang="en"><![CDATA[INFLUENCE OF ETHICAL SALES ON THE RELATIONAL VARIABLES OF THE INDUSTRIAL CUSTOMER AMID COVID-19]]></article-title>
<article-title xml:lang="pt"><![CDATA[A INFLUÊNCIA DA VENDA ÉTICA NAS VARIÁVEIS RELACIONAIS DO CLIENTE INDUSTRIAL EM TEMPOS DA COVID-19]]></article-title>
<article-title xml:lang="fr"><![CDATA[L'INFLUENCE DE LA VENTE ÉTHIQUE SUR LES VARIABLES RELATIONNELLES DES CLIENTS INDUSTRIELS À L'ÉPOQUE DE COVID-19]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Martín-Castejón]]></surname>
<given-names><![CDATA[Pedro Juan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[España]]></surname>
<given-names><![CDATA[Murcia,]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gómez-Martínez]]></surname>
<given-names><![CDATA[Alberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Murcia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Grupo de investigación Comportamiento del consumidor  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Murcia  ]]></institution>
<addr-line><![CDATA[Murcia ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>32</volume>
<numero>86</numero>
<fpage>151</fpage>
<lpage>166</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-50512022000400151&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-50512022000400151&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-50512022000400151&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN: La presente investigación tiene como objetivo proporcionar una visión actualizada de la venta personal en un entorno business to business (B2B), a través del estudio de la venta ética y su relación con la satisfacción, confianza y lealtad del cliente con la compañía vendedora, en un entorno donde el contacto presencial se ha visto minimizado e incluso anulado, en muchas ocasiones, debido al nuevo escenario comercial producido por la COVID-19. Está basada en un estudio empírico donde se ha manejado una muestra de conveniencia compuesta por los clientes (pymes) de seis distribuidores de suministros y venta industrial. Se eligieron de forma aleatoria 100 clientes por distribuidor, generando una muestra de 600 clientes industriales, de la que se recibieron 248 cuestionarios válidos en el mes de marzo del 2021. Posteriormente, fueron analizados a través de ecuaciones estructurales. Los resultados obtenidos ponen de manifiesto que la venta ética tiene un efecto positivo y directo en la satisfacción y confianza, e indirecto en la lealtad. En conjunto, los resultados del estudio revelan el papel fundamental de los vendedores en el mercado industrial y pretenden animar el interés académico y empresarial por la gestión eficiente de la fuerza de ventas desde una perspectiva ética.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT: This research seeks to provide an updated view of personal sales in a business-to-business (B2B) environment through the study of ethical sales and their relationship with customer satisfaction, trust, and loyalty to the selling company in an environment where face-to-face contact has been minimized and even annulled, on many occasions due to the new commercial scenario caused by the COVID-19 pandemic. This research is based on an empirical study using a convenience sample comprised of customers (sMEs) of six supplies and industrial sales distributors. One hundred customers were randomly chosen per distributor, resulting in a sample of 600 industrial clients, from which 248 valid questionnaires were received in March 2021. Subsequently, they were analyzed through structural equations. The results show that ethical sales have a positive and direct impact on satisfaction and trust and an indirect effect on loyalty. The study results reveal sellers' critical role in the industrial market and encourage academic and business interest in the efficient sales force management from an ethical perspective.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO: A presente pesquisa tem o objetivo de proporcionar uma visão atualizada da venda pessoal num ambiente business to business (B2B), a partir do estudo da venda ética e sua relação com a satisfação, confiança e lealdade do cliente com a companhia vendedora, num ambiente onde o contato presencial tem sido minimizado e inclusive anulado, em muitas ocasiões, devido ao novo cenário comercial produzido pela COVID-19. Está baseada num estudo empírico em que se utilizou uma amostra por conveniência composta dos clientes (pequenas e médias empresas) de seis distribuidores de suprimentos e venda industrial. Foram eleitos de forma aleatória 100 clientes por distribuidor, gerando uma amostra de 600 clientes industriais, da qual foram recebidos 248 questionários válidos em março de 2021. Em seguida, foram analisados com base em equações estruturais. Os resultados obtidos evidenciam que a venda ética tem um efeito positivo e direto na satisfação e na confiança, e indireto na lealdade. Em conjunto, os resultados deste estudo revelam o papel fundamental dos vendedores no mercado industrial e pretendem incentivar o interesse acadêmico e empresarial pela gestão eficiente da força de vendas sob uma perspectiva ética.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[RÉSUMÉ: Cette recherche vise à fournir une vision actualisée de la vente personnelle dans un environnement business to business (B2B), à tra-vers l'étude de la vente éthique et de sa relation avec la satisfaction, la confiance et la fidélité du client envers l'entreprise vendeuse, dans un envi-ronnement oü le contact face à face a été minimise et même annulé, à de nombreuses reprises, en raison du nouveau scenario commercial produit par COVID-19. Elle se base sur une étude empirique dans laquelle on a utilise un échantillon de commodité comprenant les clients (PME) de six distributees de fournitures et de ventes industrielles. On a sélectionné au hasard 100 clients par distributeur, ce qui a donné un échantillon de 600 clients industriels, dont 248 questionnaires valides ont été reçus en mars 2021. Ils ont ensuite été analysés à l'aide d'équations structurelles. Les résultats obtenus montrent que la vente éthique a un effet positif et direct sur la satisfaction et la confiance, et un effet indirect sur la fidélité. Globalement, les résultats de l'étude révèlent le rôle fondamental des vendeurs sur le marché industriel et visent à encourager l'intérét des universitaires et des entreprises pour la gestion efficace de la force de vente dans une perspective éthique.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[lealtad]]></kwd>
<kwd lng="es"><![CDATA[pyme industrial]]></kwd>
<kwd lng="es"><![CDATA[satisfacción del cliente]]></kwd>
<kwd lng="es"><![CDATA[venta ética]]></kwd>
<kwd lng="es"><![CDATA[venta relacional]]></kwd>
<kwd lng="en"><![CDATA[Loyalty]]></kwd>
<kwd lng="en"><![CDATA[industrial sME]]></kwd>
<kwd lng="en"><![CDATA[customer satisfaction]]></kwd>
<kwd lng="en"><![CDATA[ethical selling]]></kwd>
<kwd lng="en"><![CDATA[relationship selling]]></kwd>
<kwd lng="pt"><![CDATA[lealdade]]></kwd>
<kwd lng="pt"><![CDATA[PME industrial]]></kwd>
<kwd lng="pt"><![CDATA[satisfação do cliente]]></kwd>
<kwd lng="pt"><![CDATA[venda ética]]></kwd>
<kwd lng="pt"><![CDATA[venda relacional]]></kwd>
<kwd lng="fr"><![CDATA[fidélité]]></kwd>
<kwd lng="fr"><![CDATA[PME industrielle]]></kwd>
<kwd lng="fr"><![CDATA[satisfaction du client]]></kwd>
<kwd lng="fr"><![CDATA[vente éthique]]></kwd>
<kwd lng="fr"><![CDATA[vente relationnelle]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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