Supplier satisfaction as a driver of platform adoption: a study of European SMEs through preferred customer theory and platform strategy

This study integrates procurement and platform strategy literature insights to investigate how supplier satisfaction influences online platform adoption. By analyzing survey data from 764 European manufacturing SMEs, we examine how growth opportunity, profitability, operative excellence, and reliability affect initial platform adoption and continued engagement decisions. The findings demonstrate that while non-adopters consider all satisfaction dimensions when evaluating the opportunity of joining a platform, adopters prioritize realized growth and profitability. The research advances the understanding of supplier behavior in digital platforms and provides practical guidance for platform managers on evolving their strategies as relationships mature.