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

Holger Schiele, R. Calvi, M. Gibbert

Research output: Contribution to journalArticleAcademicpeer-review

63 Citations (Scopus)
1 Downloads (Pure)

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.
Original languageEnglish
Pages (from-to)1178-1185
JournalIndustrial marketing management
Volume41
Issue number8
DOIs
Publication statusPublished - 2012

Keywords

  • IR-82768
  • METIS-291197

Fingerprint Dive into the research topics of 'Customer attractiveness, supplier satisfaction and preferred customer status: introduction, definitions and an overarching framework'. Together they form a unique fingerprint.

Cite this