Customer attractiveness, supplier satisfaction and preferred customer status: Introduction, definitions and an overarching framework

Schiele, Holger and Calvi, Richard and Gibbert, Michael (2012) Customer attractiveness, supplier satisfaction and preferred customer status: Introduction, definitions and an overarching framework. Industrial Marketing Management, 41 (8). pp. 1178-1185. ISSN 00198501

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Abstract

Industrial markets are frequently characterized by an oligopolistic market structure. As a result, suppliers may become highly selective with respect to decisions that involve collaborating with certain customers. Buying firms must therefore be more attractive than their rivals to obtain opportunities to collaborate with these selective suppliers. This apparently counterintuitive inversion of the classical marketing approach (that is, relationships that involve buyers competing for suppliers rather than the other way round) constitutes the foundation of the special issue that is introduced in this paper. In this paper, we present key terms and propose a model of preferred customership that uses a social exchange perspective to link customer attractiveness, supplier satisfaction and preferred customer status. The papers that contribute to this special issue are introduced within the context of this framework. Finally, this paper concludes with suggestions for future research directions.

Item Type: Article
Uncontrolled Keywords: Customer attractiveness; Supplier satisfaction; Preferred customer; Social exchange theory; Industrial marketing; Purchasing
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Faculty of Business, Computing and Applied Sciences > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Anne Pengelly
Date Deposited: 06 May 2015 10:44
Last Modified: 06 May 2015 10:44
URI: http://eprints.glos.ac.uk/id/eprint/2198

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