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Customer Satisfaction in Industrial Markets: Dimensional and Multiple Role Issues
Abstract
While customer satisfaction has recently attracted a lot of attention among academics and practitioners, most academic research on this construct has focused on consumer goods using the individual consumer as the unit of analysis. Customer satisfaction in industrial markets is an under-researched area so far. The authors develop a valid customer satisfaction measure for industrial customers (called INDSAT). The development of the scale is based on field interviews as well as statistical analyses of two large samples of over 2500 customer responses in 12 European countries. The scale consisting of seven distinct satisfaction dimensions exhibits desirable psychometric properties. The seven-dimensional structure is found to be superior to more parsimonious structures. Additionally, the authors hypothesize differences in the satisfaction dimensions' importance across different roles in the buying center (referred to as “multiple role issues”). These considerations are supported by empirical results. Implications of the findings for researchers and industrial marketers are furthermore discussed.
... In business-to-business (B2B) markets, customer satisfaction plays a key role in creating, developing, and maintaining long-term relationships with customers (Homburg & Rudolph, 2001). Low levels of satisfaction may encourage customers to explore alternative suppliers and even possibly withdraw from a partnership with a supplier (Homburg et al., 2014). ...
... Customer satisfaction in B2B markets reflects customers' perceptions of a supplier's ability to meet customers' expectations about the product or service (including key features, product/service-related information, and services) and accompanying activities (e.g. order handling, complaint handling, interaction with salespeople and interaction with internal staff) (Homburg & Rudolph, 2001). ...
... Second, increased perceived IT-enabled information utilisation by suppliers may increase customers' expectations and, in turn, increase expectations of service performance levels (Bebko, 2000;Chang & Chen, 2008). Third, an alternative possible explanation could be that the weakened relative importance of price in customer satisfaction formation shifts the emphasis on other customer satisfaction determinants (Homburg & Rudolph, 2001). ...
Background
Despite the recognised benefits of IT, we still know very little about how the perceived utilisation of IT-enabled information by suppliers is linked to customer satisfaction in B2B markets.
Objectives
To address this gap, this study develops a research model, which is then tested through a web-based survey of transport firms’ customers.
Methods/Approach
A web-based survey was conducted in Slovenia. The target population for this study was all export firms that utilise transport services.
Results
The study makes two key contributions to B2B marketing literature. First, results show that the more a supplier is perceived to utilise IT-enabled information in the service process, the less emphasis its customers place on prices when it comes to determining their satisfaction. Second, the results suggest that customers view the utilisation of IT-enabled information by suppliers of B2B services as a value-adding capability that boosts service quality perceptions.
Conclusions
Interestingly, although we expected that perceived utilisation of IT-enabled information would also increase the importance of service quality in forming customer satisfaction, the results suggested that this was not the case. Drawing on service quality literature, the study offers possible explanations.
... Customer satisfaction is particularly important for industrial markets where long-term buyer-seller relationships are essential. The interaction of salespeople and how a supplier handles customer-related processes directly affect B2B customer satisfaction (Homburg & Rudolph, 2001). Indeed, the satisfaction regarding a purchase decision directly influences the intention to repurchase (Austen et al., 2012). ...
... For instance, some companies resorted to consultants who directly influenced BC functioning and the range of alternatives during high-tech acquisitions (Dawes, 1996). The BC's adoption and diffusion of technology is also affected by technological turbulence, along with the top-management vertical involvement (Pae et al., 2002), demanding higher levels of trust in both offering and supplier (Homburg & Rudolph, 2001). Interestingly, the technical characteristics may not be the main driver for buying IT solutions, as users pay more attention to short-term work-related consequences than long-term expectations (Forman et al., 2007). ...
... Recently, literature suggested that the effect of social media is spreading not only at a personal level but in professional life, affecting information acquisition, and knowledge discovery, sharing and interpretation (Diva et al., 2019;Gustafson et al., 2021). The increasing complexity of products, time pressure, and the lack of information make the brand an important communication element for decision-making (Homburg & Rudolph, 2001). Brand preference is more relevant for high-competitive intensity settings or high-tech products (Zablah et al., 2010), brand sensitivity is important when perceived risk is either low or high (Brown, Zablah, Bellenger, & Johnston, 2011), and brand information is more used when the offerings under consideration are of low to moderate importance, and when end-customer demand for a brand is high (Brown et al., 2012). ...
The buying center (BC) has captivated the attention of researchers for >50 years, becoming a central element of organizational buying behavior. While it seems easy to identify the BC participants in any given situation, the marketing literature lacks an integrative framework for examining the nature of BC. The purpose of this study is threefold: (1) to develop a rigorous BC conceptual model; (2) to provide an assessment of the BC state-of-the-art; and (3) to identify key opportunities for future research. Based on a systematic literature review, the descriptive findings indicate a decreasing number of publications since the late 2000s and that top-tier marketing journals have been almost silent since the early 90s. The domain-based findings suggest a three-layer model driving a thorough understanding of the concept, the main stages associated with BC deployment (formation, dynamics, and outcomes), and the contextual factors influencing BC decision-making.
... To improve customer satisfaction, companies need to be aware of the specific markets and business models they are opting for, as different determinants exist for different products and services. In their literature review, Homburg and Rudolph [25] found that satisfaction in B2C markets is mainly related to a single transaction, whereas in the B2B sector supplier-customer relationships are being promoted. They are described as "longterm oriented, enduring, and complex" [25]. ...
... In their literature review, Homburg and Rudolph [25] found that satisfaction in B2C markets is mainly related to a single transaction, whereas in the B2B sector supplier-customer relationships are being promoted. They are described as "longterm oriented, enduring, and complex" [25]. The customer is seen as an "active partner" rather than a "passive buyer" [25]. ...
... They are described as "longterm oriented, enduring, and complex" [25]. The customer is seen as an "active partner" rather than a "passive buyer" [25]. The authors highlight that in B2B contexts the purchase decision is made by a buying team that often consists of crossdimensional functions. ...
... Second, in comparison with the wide range of scientific contributions regarding customer or employee satisfaction (Brown and Lam, 2008;Garbarino and Johnson, 1999;Homburg and Rudolph, 2001;Kenett and Salini, 2012), the concept of supplier satisfaction has received much less attention (Essig and Amann, 2009;Huettinger et al., 2012;Johnson et al., 2011). Thus, it can be argued that the contradictory empirical findings could be the result of different satisfaction conceptualizations and operationalization approaches. ...
... However, as shown by the literature review, empirical analysis of the impact of multi-dimensional satisfaction operationalization on PCT is scarce. This circumstance might be a possible explanation for the mixed empirical results: The limitation due to unidimensional satisfaction operationalizations results in a potential loss of construct validity and reliability with regard to the prediction of resource allocation decisions (Homburg and Rudolph, 2001). ...
... The discourse on the possible effects of uni-and multi-dimensional understanding of satisfaction comes from organizational sciences (Heneman and Schwab, 1985;Law and Wong, 1999) and marketing research (Fiol et al., 2011;Homburg and Rudolph, 2001;Lin et al., 2005;Zhao et al., 2012). The potential differences in satisfaction dimensions were demonstrated by Geyskens et al. (1999) in the context of channel member satisfaction. ...
Through the construct of supplier satisfaction, recent research explains the supplier´s preferred treatment of a given customer. This cause-and-effect phenomenon is often not contrasted with other reasons or controlled for. This work addresses this issue and uses two tactics to elaborate upon social exchange theory, namely, construct splitting and construct contrasting, to analyse the development of preferential customer treatment. For this purpose, a structural equation model is used with data from the international automotive industry. The results extend the breadth of constructs explaining PCT and challenge the existing reasoning by questioning the relative importance of supplier satisfaction. While supplier satisfaction does affect preferred customer treatment (PCT), the relative supplier satisfaction defined as a comparison of outcomes between the actual and the best alternative business relationships influences PCT much more.
Furthermore, by distinguishing between the economic and non-economic dimensions of supplier satisfaction, the study indicate that economic satisfaction has a higher influence on the relative satisfaction whereas social satisfaction a higher one on absolute supplier satisfaction.
These findings imply that despite the current debate about the importance of behavioural constructs such as supplier interaction and social capital, supplier resource allocation decisions are actually dominated by economic and relative aspects of satisfaction. This outcome calls for a more economically driven debate about behavioural supply management approaches.
... This problem is also faced with the other producer and powerful competitors of India in the industry. The tea prices have been going down the world over for the reason of having excess supply on the market (Homburg & Rudolph, 2001). In addition, the major tea buyers such as Iraq, Russia and Iran have turned out not to be active following political reasons. ...
... Indian tea exports, however, experienced a decline in 1992-1993 as a result of the collapse of the USSR and the elimination of the Central Purchasing Mechanism. However, Indian tea exports to Russia and the CIS nations have rebounded from the decline that began in 1993 because to Rupee Debt Repayment Channel facilities and a long-term deal on tea signed by Russia and India (Homburg & Rudolph, 2001). Once again, a depressed situation has existed since 2001 as a result of a shift in consumer choice from CTC to Orthodox, costing India the Russian market. ...
India is one of the largest tea beverage consumers in the world and is the second largest producer of tea in the world. A large part of tea available in India for end user consumption is Non Premium Dust Tea (NPDT). Dust tea is available in many brands with almost all types of retail outlets, from small kiranas to huge shopping malls. This study seeks to identify the various elements that influence retailers' satisfaction and their views on NPDT. To address the research questions, data was collected from 213 NPDT retailers in Virdhunagar and Madurai districts, by using a structured questionnaire. A direct survey was used for data collection. Data thus collected was subjected to multiple linear regression to understand the impact of various factors considered on the retailers' satisfaction in retailing NPDT. The factors considered to have an impact on retailers' satisfaction were product quality of NPDT, demand of NPDT with consumers, brand image of various brands of NPDT, price offered by various brands of NPDT to customers, promotional support offered by the manufacturers of tea, service quality offered by the sales team of NPDT brands, distribution support offered and satisfaction on the payment system to have an impact on the satisfaction of tea retailers when dealing with NPDT. From the analysis it was found that all the factors considered had a significant contingent effect or impact on the retailers' satisfaction in patronizing NPDT.
... Although the management literature highlights the importance of customer satisfaction (Anderson et al., 1994;Briggs et al., 2016;Homburg and Rudolph, 2001;Storbacka et al., 1994;Tas et al., 2019;Walsh et al., 2015;Zeynep Ata and Toker, 2012), actual customer satisfaction with technology-based business services is rather low (Wei and Ho, 2019), which is due to low project success rates (Johnson, 2018). Such insights led to the development of agile value-creation methods and frameworks (e.g. ...
... Web application, embedded software), the industry the company belongs to and the respondent's role in the buying center (function in the specific project and the company in general). Although such variables have been shown to be relevant in previous research (Chakraborty et al., 2007;Homburg and Rudolph, 2001;Wilson et al., 2008), in our study, they had no significant influence on satisfaction with the process or product, or on overall customer satisfaction. Consequently, we excluded them from the analysis. ...
... According to the industrial market literature, customers satisfaction is a critical determiner of service or product repurchase. According to Homburg and Rudolph [55], the establishment, development, and maintenance of positive relationships with consumers is essential to customers' satisfaction. Satisfaction with a relationship can be used as a measurement of the customers' assessments in the context of a relationship [56,57]. ...
... Satisfaction with a relationship can be used as a measurement of the customers' assessments in the context of a relationship [56,57]. The definition of satisfaction given by Homburg and Rudolph [55] in Ouhna and Mekkaoui [56] was that it was a way to construct relationships by outlining how a supplier might address various aspects of customers' expectations. These include product attributes, product-related details, services, order taking, and managing complaints, as well the ways commercial and internal workers interact with consumers (pp. ...
Light rail transit (LRT) systems are vital aspects of the worldwide endeavor to achieve transport sustainability and have been essential in enhancing the economies of urban areas. Issues such as pollution, the risk of road accidents, and traffic congestion could be resolved using this progressive alternative. The statistics showed that only 20% of the commuters in Malaysia use public transport, including LRT, and 80% use private transportation. It is relatively low compared to other Asian countries. High-quality service is essential to improve users’ perceived satisfaction with the provided services and increase LRT ridership. The objective of the present study is to acquire an understanding of which factors are crucially influential on users’ perceptions of satisfaction. In-person questionnaires were utilized to obtain the information for this paper, with a total of 417 LRT riders in Malaysia’s Klang Valley surveyed. This study adopted the factor analysis, correlation test, and artificial neural network (ANN) model. Eight elements related to the quality of service were extracted to ascertain how they influenced the perceived satisfaction of users: information signs, ticket-based services, amenities, safety, employee performance, speed, comfort, and the service details available to riders. Each factor was significantly related to the perceptions of satisfaction, according to the correlation test. Finally, the ANN model shows that the dominant factors determining the LRT users’ perceived satisfaction are the signage, amenities, and provision of information. The findings of this research should benefit the providers of services, policy makers, and planning departments by enabling them to formulate successful approaches that ensure user satisfaction is enhanced and the number of riders on the LRT increases.
... While customer satisfaction can be highly affected by the characteristics o pany's employees [41] this is not directly applicable for EV charging as this does essarily require customer-employee-contact. Other models regard the value/pr tionship of a product or the product quality as satisfaction dimensions [42]. Du charging infrastructure's bilateral product-service composition, a comparison to communications sector is possible. ...
... While customer satisfaction can be highly affected by the characteristics of a company's employees [41] this is not directly applicable for EV charging as this does not necessarily require customer-employee-contact. Other models regard the value/price relationship of a product or the product quality as satisfaction dimensions [42]. Due to the charging infrastructure's bilateral product-service composition, a comparison to the telecommunications sector is possible. ...
To design profitable business models for electric vehicle (EV) charging it is necessary to understand user preferences. For this purpose, prior literature is analyzed to develop a conceptual framework linking a company’s assets, the surrounding value network, and user preferences. Then, survey insights from two EV charging projects (ultra-E, SLAM) are summarized to illustrate user preferences in this area. Based on this data, the framework is eventually visualized by applying it to four case studies from the EV charging market. Based on the case studies, the following six key findings are derived: 1. Companies that have a very strong position in one of the three resource classes that define the quality-of-service provision (physical assets, digital assets, brand image) demand a higher price for fast charging. 2. Utility companies leverage their existing customer base. 3. New to the industry firms leverage their brand image to enter the market. 4. Selling below cost is not sustainable. 5. Sharp price distinctions reflect the power balance within the value network. 6. Power plays may result in a fragmented market.
... The study concluded showing the positive impact of customer satisfaction on intention to stay with service provider, engagement in positive word of mouth and the intention to stay with the organisation [2]. Homburga and Rudolph (2001) study customer satisfaction in industrial market. They develop a scale which contains seven different dimensions to measure customer experience. ...
... Importance to different dimensions of diverse industries was discussed in the findings. It also emphasised on different attributes of product and services to gain maximum customer satisfaction in the same industry [13]. ...
Increasing completion among the firms has forced them to search for tools providing competitive advantage in the market. The recognised tools used by the organisation include innovation in product and processes, employees training and development to sustain the ever changing environment and satisfying the customer in order to increase the profitability. Satisfaction of customer is widely known as an important tool for competitive advantage and survival of the
business. Firms constantly through their innovative product or process try to capture the market by providing and trying to provide maximum satisfaction to their current and potential customer. The present study examines the level of impact of product features, durability, variety, price and services offered by employees and distributors of Asian Paints on satisfaction of its customer, experience of the customers and their intention to repurchase. Perceptions of customers of Asian Paints in Vadodara city were recorded by means of survey method. Data was analysed using measures of central tendency mean and mode to assess the level of impact of variables on customer satisfaction, experience and intention to repurchase. Results of the study supported the notion of effects of variables on the satisfaction of the customers.
... Based on this, the paper categorized selection criteria 2.0 as the time when the cost was the most dominant criterion in the selection of project delivery methods. However, the onset of the 21st century shifted the expectations of stakeholders, where they demanded other criteria besides transaction-focused ones such as quality, cooperation, the interaction between the different project parties, shared risks [67,68]. Moreover, literature analysis has shown that almost all of the studies done in the 2000s related to the field of project delivery methods included a multi-attribute selection criteria list that includes quality, time, cost, cost growth, schedule growth, risk, communication, owner characteristics, project type and complexity, market competitiveness and contractor's abilities. ...
... The second stage, which is selection 2.0, represents the stage where customer's demands were mainly transaction-focused [66]. While the third stage, which is selection criteria 3.0, represents the addition of multi-attribute criteria to the original list that only contained economic measures as customers started demanding more criteria such as quality, cooperation, interaction and shared risks [67,68]. The last stage, which is selection criteria 4.0, includes both the multi-attribute criteria from selection criteria 3.0 and the addition of other criteria such as sustainability, health and wellbeing as well as technological innovations in order to match the demands of the customers in the modern construction industry of today [69] Last, but not least, the paper analyzed the evolution of selection methods and presented selection methods 4.0, which deals with more exploration of AI techniques. ...
Selecting the appropriate project delivery method (PDM) is a very significant managerial decision that impacts the success of construction projects. This paper provides a critical review of related literature on the evolution of project delivery methods, selection methods and selection criteria over the years and their suitability in the construction industry of today’s world. The literature review analysis has concluded that project delivery methods evolve at a slower rate compared to the evolution of the construction industry. The paper also suggests features of an evolved project delivery method that is digitally integrated, people-centered, and sustainability-focused. Moreover, the paper highlights the latest selection criteria such as risk, health and wellbeing, sustainability goals and technological innovations. Furthermore, the paper concluded that advanced artificial intelligence techniques are yet to be exploited to develop a smart decision support model that will assist clients in selecting the most appropriate delivery method for successful project completion. Additionally, the paper presents a framework that illustrates the relationship between the different PDM variables needed to harmonize with the construction industry. Last, but not least, the paper fills a gap in the literature as it covers a different perspective in the field of project delivery methods. The paper also provides recommendations and future research ideas.
... Perilaku pembelian berkelanjutan dipengaruhi pula faktor satisfaction dan intention purchasing. Satisfaction merupakan faktor penting yang mempengaruhi niat membeli, dan membutuhkan penelitian empiris lebih lanjut [4]. Untuk mengukur kepuasan pelanggan, model expectancy-disconfirmation dan model evaluasi produk dan jasa telah digunakan [5]. ...
MOBA atau Multiplayer Online Battle Arena atau biasa disebut action real-time strategy (ARTS) merupakan bagian dari real-time strategy (RTS). Salah satu jenis game aksi Multiplayer Online Battle Arena (MOBA) pada perangkat seluler adalah Mobile Legend. Game tersebut dibuat dan dikembangkan oleh perusahaan pengembang game dari Shanghai, China yang bernama Moonton. Game ini telah memiliki jutaan pemain di dunia. Terbukti dari sebuah market aplikasi play store dengan jumlah unduhan pada bulan April 2021 mencapai lebih dari 100 juta. Dapat disimpulkan 100 juta lebih perangkat smartphone telah menginstal game ini sejak peluncuran global untuk platform android pada 11 Juli 2016. Di Indonesia sendiri pengguna aktif bulanan dari jumlahnya mencapai 50 juta lebih, kondisi tersebut merupakan pencapaian terbesar dibandingkan dengan negara-negara lain. Adanya perkembangan sedemikian cepatnya dalam industri game, khususnya Mobile Legends, maka perlu adanya strategi bersaing secara efektif yang berfokus pada pelanggan. Penelitian ini berusaha untuk mengetahui faktor pendorong pembelian skin pada game Mobile Legends. Penelitian ini mengadopsi Theory of Consumption Value (TCV) dan juga Stimulus Organism Response sebagai dasar pembangunan model konseptual. Berdasarkan 100 data yang valid, keseluruhan hipotesis diterima. Seluruh variabel memiliki hubungan positif dan juga signifikan.
... The degree to which one test is connected to others that assess the same (or related) constructs is known as convergent validity (Cunningham, Preacher, and Banaji, 2001). Based on Homburg and Rudolph (2001) An AVE of at least 0.50 is strongly advised as a general guideline and for sufficient convergence. A smaller than 0.50 AVE indicates that items account for more mistakes than the variation in constructs. ...
The connectivity and dependency between various connected locations has become stronger as the rate of urbanization and economic expansion has accelerated. Transport has played a critical role in promoting the flow of economic benefits and growth across linked geographical areas since its origin. Therefore, the purpose of this paper was to provide deeper insights into the relationship between service quality and client satisfaction by exploring the mediating and moderating role of service quality and quality pursuer on client satisfaction. The research used quantitative approaches and employed a non-probability sampling technique. The 240 samples were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings show that there is a positive relationship between, assurance, responsiveness, convenience, and service quality. Conversely, findings show an insignificant relationship between empathy and service quality. Findings specify that service quality mediate the association between assurance, responsiveness, convenience, and client satisfaction. Nevertheless, the study observed an insignificant mediation effect of service quality on the linkage between empathy and customer satisfaction. The findings specify that quality pursuers have a significant moderating effect on the relationship between service quality and client satisfaction. As a result, the findings of this present research give useful information for improving client satisfaction and the role of long-term viability of the high-speed rail business in the national economy. This research offers valuable insights for transportation agencies by examining the link between service quality attributes and passengers’ intentions to reuse services, aiming to enhance the provided service, boost ridership, and support the implementation of sustainable transportation policies. The study recognizes certain limitations, such as the restricted sample size and the diverse characteristics of high-speed rail passengers, which may skew the understanding of how service quality affects customer satisfaction and subsequent behaviors. Our results suggest that satisfaction levels among passengers could differ based on the specific routes taken and the types of seating arrangements offered. Consequently, authorities should priorities service quality and its four important characteristics.
... In the realm of the supply chain, customer satisfaction comprises the entire journey of delivering goods or services from suppliers to end customers, at any stage, which includes product quality, availability, delivery speed, responsiveness, and customer service. Customer satisfaction is an assessment derived from the purchasing and consumption encounters of customers with the supplier (Homburg and Rudolph, 2001). In supply chains and industrial markets, customer satisfaction is acknowledged as a crucial element of business strategy, influencing both profitability and market value (Lewin, 2009). ...
This comprehensive literature review explores the intricate relationship between customer satisfaction and corporate social responsibility (CSR) within the realm of the supply chain system. It tells the journey of customer satisfaction, emphasizing its critical role in shaping the success of businesses. The review highlights many factors influencing customer satisfaction throughout the supply chain, theoretical concepts, and breakdowns of every part of the subject. The review also underscores the importance of ethical and sustainable practices, stakeholder engagement, product and service innovation, and supply chain transparency and responsiveness in enhancing customer satisfaction. Drawing on biblical integration, the review emphasizes the alignment of CSR with biblical principles of stewardship, justice, and compassion while also emphasizing the significance of prioritizing the well-being of all stakeholders involved in the supply chain and conducting business in a manner that honors God's values. Ultimately, the review provides insights into strategies for enhancing customer satisfaction within the supply chain, emphasizing the importance of prioritizing authenticity, transparency, and accountability in CSR practices. By leveraging these strategies, businesses can cultivate strong customer relationships, create repeat purchases, and ultimately thrive in today's competitive marketplace.
Keywords: Corporate Social Responsibility, Customer Satisfaction, Supply Chain
... Most previous studies describe loyalty as a repeat purchase of a product or service (Homburg & Rudolph, 2001;Al-Hawary, 2013;Mohammad, 2017;Alshurideh et al., 2017;Mohammad, 2012). Consumer loyalty is, in essence, a customer's faithfulness to a particular service or brand (Amin, 2016). ...
This paper aims to explore the impact of electronic customer relationship management practices (website quality, ease of use, customer privacy, and information quality) on the customer electronic loyalty. The population of this study is customers of the Islamic banks in Saudi Arabia. The questionnaire is used as a basic tool in the survey related to the current research. The hypothesized structural equation model was tested using the AMOS software version 20. The study has found that with respect to the bank customers, e-CRM has a significant impact on electronic customer loyalty. Based on the results of the study, bank managers and decision makers should focus more on the optimal distribution of the available resources and strengthening their electronic relationship with customers in order to attract more customers, retain existing customers, and get rid of less profitable customers.
... Marketing Performance: The scale in use for measuring this construct was modified from Homburg and Rudolph (2001) and Caruana (2002) for its three dimensions of customer satisfaction. The questionnaire has a total of five items for customer satisfaction, ...
This study investigated the effect of entrepreneurial orientation on marketing performance of SMEs in Rivers State, Nigeria. The population for this study is 377 registered SMEs in Rivers State of Nigeria. The study espoused the purposive sampling technique and the key informants approach to weigh up Chief Executive Officers (CEOs) or branch managers of the firms studied. The study was therefore, an organizational based, with 377 SMEs executives administered with questionnaires. Resultantly, only 248 questionnaires were considered for analysis, arriving at a response rate of 65%. The regression analysis technique was used to appreciate the influence of entrepreneurial orientation on marketing performance, while the hierarchical regression technique was engaged to test the moderating role of market orientation on the relationship between entrepreneurial orientation and marketing performance. The result shows that, entrepreneurial orientation has a positive and significant relationship with marketing performance at 0.05 significant level. The study concludes that, entrepreneurial orientation positively and significantly influences marketing performance in SMEs in Rivers State of Nigeria. The study recommends that SMEs should adopt entrepreneurial orientation to achieve superior marketing performance, as it would help them to survive in the contemporary competitive business environment.
... The role of ownership satisfaction has a strong implication on purchase behavior; as such, ownership satisfaction needs must be discussed to strengthen the results of previous research (Homburg & Rudolph, 2001). Two measurement models can be used to ascertain consumer satisfaction with virtual goods in online games: First, using the evaluation model, consumers measure the overall virtual goods offered according to the performance and benefits compared to the effort spent. ...
One's purchase of Virtual goods that can only be used in the virtual world becomes an exciting thing to explore further. Someone willing to exchange money in the real world for virtual goods in online mobile games indicates the value that makes users feel satisfied from purchases made continuously. This study aims to determine the values of virtual goods perceived by gamers and assess their satisfaction with purchasing virtual goods. The results indicate that users who purchased virtual goods in online mobile games fall into utilitarianism and hedonism. Utilitarianism means being influenced by functional, emotional, and social values. Hedonism, henceforth, refers to being influenced by functional and emotional values. Meanwhile, satisfied owning virtual goods are only found with hedonic purchasing motivation. In addition, perceived ease of purchase does not affect the repurchase of virtual goods. This study provides users' perceptions of virtual goods and helps developers determine the aspects and attributes of virtual goods that need to be considered so that users can be satisfied with their purchasing virtual goods.
... These seven items cover three main dimensions of customer satisfaction: satisfaction with product or service quality, value for price, and meeting expectations. In the present study, satisfaction was measured by asking respondents to focus on the three main dimensions (quality, cost, and meeting expectations) that are generally adopted in customer satisfaction investigations by scholars (e.g., Galbreath, 2010;Homburg & Rudolph, 2001;Kaplan & Norton, 1996). The related questionnaire section comprised of five items probing into the participants' perceptions of customer satisfaction. ...
Ample body of evidence suggests the presence of a direct relationship between corporate social responsibility (CSR) orientation and firm performance. However, this finding seems spurious and imprecise, likely due to missing intervening factors that mediate this relationship. This gap in pertinent literature has motivated the present study, as a part of which customer satisfaction and customer loyalty were examined as two probable mediators in the relationship between CSR orientation and firm performance. The findings yielded by surveying the representatives of 326 Saudi Arabian businesses that have extensive business-to-business (B2B) operations across the Middle East and African (MEA) markets revealed that the link between CSR and firm performance is a fully mediated relationship. We found that firms' pursuit of CSR orientation positively affects firm performance, which is sequentially mediated by customer satisfaction and customer loyalty. These findings suggest a role CSR orientation plays in indirectly promoting firm performance by enhancing customer satisfaction as well as customer loyalty. Therefore, as business and society are two intertwined, mutually interdependent entities, business owners are responsible for all stakeholders (e.g., employees, customers, suppliers, and community), and this stakeholder-driven CSR orientation leads to sustainable firm performance.
... Gift satisfaction was used as a dependent variable using six items (e.g. Overall, I am satisfied with the gift; I am pleased with the gift) on a seven-point Likert scale (1 = strongly disagree; 7 = strongly agree; a = 0.96; Galbreath, 2010;Homburg and Rudolph, 2001). Additionally, product involvement, attitude toward the brand and social media intensity were used as covariates. ...
Purpose
This paper aims to examine the differential effects of the type of gift (material vs experiential) offered on Snapchat and Instagram (Study 1) and how the impacts of gift type and message type (informational vs emotional) vary by the two different image-sharing social media platform in a business-to-consumer (B2C) gift-giving context (Study 2).
Design/methodology/approach
Study 1 used a two (social media: Snapchat vs Instagram) by two (gift type: material vs experiential) between-subject factorial design, whereas Study 2 used a two (social media: Snapchat vs Instagram) by two (gift type: material vs experiential) by two (message type: informational vs emotional) between-subject factorial design. A series of analyses of covariance was conducted to test the suggested hypotheses.
Findings
Study 1 demonstrated that the promotion of material gifts was more effective on Snapchat than on Instagram, while the promotion of experiential gifts was more effective on Instagram than on Snapchat. Study 2 showed that the impacts of gift type and message type varied by social media platform. The promotion of an experiential gift with an emotional ad appeal was found to be more effective on Instagram than on Snapchat, while the promotion of a material gift using an informational ad appeal was found to be more effective on Snapchat than on Instagram.
Research limitations/implications
This research used a college student sample for the experiments. However, to extend the generalizability of the results, it is recommended that future experiments be conducted with nonstudent samples. Also, the current research manipulated the two different social media conditions, Snapchat vs Instagram, by enforcing participants to use their social media and then provided experimental stimuli in a different screen from their social media account. If the stimuli were distributed through participants’ real social media account, the external validity of this research could be enhanced. Finally, future research should apply this framework to other countries with different social media platforms to confirm the generalizability of the study’s findings.
Practical implications
This research can thus contribute to the development of new guidelines for planning social media marketing in the business gift-giving context. By leveraging findings that the fit effect of gift types and advertising appeals differs based on social media platform, practitioners can create a more effective social media plan for their advertising campaigns. Given that copywriting and media plans are among the most important and difficult work in the business of advertising, this study’s findings would assist advertising practitioners in planning and executing the most effective advertising campaigns.
Originality/value
The findings of this study provide valuable insights for the development of effective brand promotion strategies for B2C gift-giving via social media.
... Research in B2B relationships is still modest and lagging far behind consumer marketing (Homburg and Rudolph, 2001;Rossomme, 2003). Further, most business research investigates goods, with little focus on services (Dawes et. ...
Societal and organizational cultures have been suggested as an important factor that influences the Switching of a Brand. They not only shape the underlying behavior but also influence the perception of a consumer in decision making.
... Even though service quality possesses significant importance for B2B markets, there is a limited number of academic research studies focusing on determining the quality of B2B services (Molinari et al., 2008;Krishnan et al., 2013). In most of the existing studies, the service quality in B2B markets is analyzed with quite standard norms (Homburg and Rudolph, 2001;Rossomme, 2003;Huang et al., 2017;Krishnan et al., 2013). Some studies appraise the perspective of interaction and relationship approach in the market (Rauyruen and Miller, 2007), but generally the tangible and intangible core offerings that make up service quality are not investigated together (Zolkiewski et al., 2007;Huang et al., 2017;Raychaudhuri and Farooqi, 2013). ...
... Customer satisfaction is perceived as the state in which the customer finds him/herself after the purchase, directly resulting from the customer's expectations of a given product, service, or shopping situation. Buyer satisfaction plays an important role in creating effective long-term customer relationships (Homburg and Rudolph, 2001). Ovenden (1995) proves that to retain consumers, they must be satisfied. ...
Purpose: The main purpose of the work is to present the results of the customer retention level in the automotive sector based on the proposed measurement indicators: “serviced and sold” (SESO) and “sold and serviced” (SOSE).
... And there are few restrictions with the data following normal distribution or not (Daft & Lengel, 1986). The selected multigroup PLS path model was found in Festge and Schwaiger (2007) and in Homburg and Rudolph (2001). These two prior studies examined the relationship between customer satisfaction and customer loyalty in industrial markets. ...
Argument quality has become an important variable that promotes consumers’ decision-making based on online reviews. It has two dimensions, perceived informativeness and perceived persuasiveness. Adopting dual-process theory, this study examines the effect of these two dimensions of argument quality on review adoption. Moreover, it investigates whether the relationships between argument quality and review adoption differ based on product type and review type. According to the multi-group analysis result, for attribute-centric reviews, search products have a better fit than experience products in the relationship of perceived informativeness and perceived persuasiveness, also for the relationship of perceived informativeness on review adoption, while experience products have a better fit than search products for the relationship of perceived persuasiveness on review adoption. For benefitcentric reviews, search products and experience products have no significant difference in any of the relationships. Furthermore, the result reveals that perceived persuasiveness mediates perceived informativeness and review adoption. The findings contribute to the understanding of the information adoption model with different review types and product types and help shopping websites develop better strategies for product recommendation reviews.
... L'offre de service est au coeur de toute relation entre un fournisseur et ses clients (Homburg et Rudolph, 2001), ce qui explique le fait que beaucoup d'idées qui émergent de l'analyse des discours sont liées aux bénéfices centraux (27,8%). En marketing industriel, Ulaga et Eggert (2002) Ces bénéfices peuvent également être associés aux bénéfices de qualité qui sont définis comme étant des évaluations des consommateurs par rapport à la supériorité du produit/service (Sweeney et Soutar, 2001 ;Petrick, 2002) ou à son excellence (Holbrook, 1999). ...
Abstract: The concept of value is fundamental in relationship marketing. We propose in this paper to study the notion of relational value in B-to-C context and explore the major themes that underlie it through a literature review, in-depth interviews and focus groups. A structure of relational value emerged with five dimensions of relational benefits: symbolic benefits, central benefits, utilitarian benefits, hedonic benefits and benefits of benevolence and two dimensions of relational sacrifices: monetary sacrifices and non-monetary sacrifices.
Résumé : Le concept de valeur représente une notion fondamentale en marketing relationnel. Nous nous proposons dans cet article d'étudier la notion de valeur relationnelle dans le contexte B-to-C et d'explorer les grands thèmes qui la sous-tendent à travers une revue de la littérature, des entretiens en profondeur et des réunions de groupe. Une structure de la valeur relationnelle a émergé avec cinq dimensions de bénéfices relationnels : les bénéfices symboliques, les bénéfices centraux, les bénéfices utilitaires, les bénéfices hédoniques et les bénéfices de bienveillance et deux dimensions de sacrifices relationnels : les sacrifices monétaires et les sacrifices non monétaires.
... No contexto da indústria da construção civil a satisfação do cliente na construção deve ser entendida como um relacionamento entre as partes e não apenas uma transação (HOMBURG and RUDOLPH, 2000). Assim, compreender e definir as ferramentas e pilares do Lean Construction também auxilia nesta proposta, as definições seguintes foram baseadas no vocabulário do Lean Institute Brasil (2020) i) Smed: seu foco é promover técnicas para a redução do tempo set up em um processo; j) Trabalho padronizado: é o estabelecimento de procedimentos para cada um dos colaboradores dentro de um processo de produção baseado na sequência das atividades; k) TPM: manutenção planejada ou programada focando na redução de perdas durante o ciclo de vida da máquina, ou equipamento. ...
A revolução 4.0 e a adoção de novas tecnologias tem despertado nas organizações da indústria de arquitetura, engenharia e construção (aec) a necessidade
em rever sua gestão baseada nos modelos estratégicos existentes no mercado. As metodologias de gestão direcionam ao desenvolvimento de novos produtos,
processos, serviços com foco em metas e resultados - os quais são essenciais - entretanto, ainda há a dificuldade em como incorporar a sincronização com o cliente
como um pilar da organização. Desta feita, será proposto um framework com o
intuito de sincronizar a visão do cliente a partir da abordagem lean construction e
através de revisão de literatura em uma metodologia descritiva foi analisado seus
princípios e critérios de satisfação do cliente. Este framework poderá ser integrado
à estratégia da organização e servirá como balizador da sincronização do mercado
ao modelo de gestão da empresa.
... Many countries intend to satisfy their customers. Those who are happy with a seller are less likely to change their channel (Homburg and Rudolph, 2001;Mahmoudi, 2011). Since there is a powerful positive relation between customer satisfaction and customer loyalty, and as satisfaction is taken as a prerequisite for loyalty, this is safe to declare that those who are decidedly happy with their sellers are less likely to go for other products available in the marketplace (Mahmoudi, 2011). ...
The aim of this research was to determine the effect of customer satisfaction and loyalty attitude and willingness of the pools was Alborz Province. The research methodology was correlational the field. The population of this study was all Alborz province pools, male customers were used for the completion of questionnaires. The samples of this study were 361 persons. The questionnaire used in the study consisted of Loyalty questionnaire of Allan (2004), service quality and satisfaction scale of Liu, (2008) and intention to revisit of Lim (2006). The face and content validity is confirmed by panel of experts and thr reliability of components was estimated by Cronbach's Alpha in this way: satisfaction (0.913), attitudinal (0.754), and attendance tendency (0.696). Data analysis was performed using LISREL software. In Diagram 1 LISREL software output is in standard mode. Results LISREL output indicates that the dimension of quality of services including tangibility, reliability, responsiveness, assurance and empathy have the effect of.33, .16, .15, .21 and .27 percent on overall satisfaction respectively. Also attitudinal loyalty has the effect on .61 percent and behavioral loyalty has the effect of .24 on intention to revisit of customers.
Keywords: Satisfaction, attitudinal loyalty, sport, intention to revisit
JEL Classifications: M31, M37, Z32
... Managing customer complaints How easy it is for customers to seek help to solve their complaints Homburg and Rudolph (2001), Fitzsimmons and Fitzsimmons (2006) Exchanging formal information with suppliers Exchanging formal information with customers (2007), Kent and Mentzer (2003) To measure these three dimensions, 13 indicators were selected in total: exchanging formal information with suppliers, exchanging formal information with customers, creating information and communication systems compatible with suppliers, creating information and communication systems compatible with customers, contact with the final customer to obtain information on performance and service, willingness to share sensitive information, infrastructure and communication systems, frequent and honest communication, exchanging confidential information, determining key factors to improve customer satisfaction, using routine procedures in the follow-up for inquiries or complaints from customers, regularly using electronic data interchange (EDI), and orders and invoicing with EDI. Table 1 summarises the practices, dimensions, indicators, and the main sources that gave rise to these choices. ...
Abstract:
This article addresses the supply chain management (SCM) of hotels
in Spain investigating whether there is a relationship between their SCM practices and their economic and non-economic results. A grouping technique, from the context of artificial intelligence (AI) known as self-organising neural networks was used and the analysis comprised hotel companies operating in Spain classified as four-star. This category includes the largest number of companies who use SCM practices. 146 hotels were investigated and five adjacent groups (clusters) were identified in relation to using SCM practices.
Results show mainly that a broader approach when applying SCM practices in supply chains leads to better results.
... Marketing Performance: The scale in use for measuring this construct was modified from Homburg and Rudolph (2001) and Caruana (2002) for its three dimensions of customer satisfaction. The questionnaire has a total of five items for customer satisfaction, ...
This study investigated the effect of entrepreneurial orientation on marketing performance of SMEs in Rivers State, Nigeria. The population for this study is 377 registered SMEs in Rivers State of Nigeria. The study espoused the purposive sampling technique and the key informants approach to weigh up Chief Executive Officers (CEOs) or branch managers of the firms studied. The study was therefore, an organizational based, with 377 SMEs executives administered with questionnaires. Resultantly, only 248 questionnaires were considered for analysis, arriving at a response rate of 65%. The regression analysis technique was used to appreciate the influence of entrepreneurial orientation on marketing performance, while the hierarchical regression technique was engaged to test the moderating role of market orientation on the relationship between entrepreneurial orientation and marketing performance. The result shows that, entrepreneurial orientation has a positive and significant relationship with marketing performance at 0.05 significant level. The study concludes that, entrepreneurial orientation positively and significantly influences marketing performance in SMEs in Rivers State of Nigeria. The study recommends that SMEs should adopt entrepreneurial orientation to achieve superior marketing performance, as it would help them to survive in the contemporary competitive business environment.
... Alanında çok fazla çalışma yapılan (Homburg ve Rudolph, 2001: 15) ve 1960'lı yıllara uzanan çalışmalara (Cardozo, 1965 göre müşteri memnuniyeti, müşterilerin beklentilerinin onaylanması veya onaylanmaması ile ilgilidir. Oliver'ın (1980) onaylanmayan beklentiler modeline göre müşteri memnuniyeti; müşterinin satın alma öncesi beklentileriyle mal veya hizmetin satın alma sonrası performansını karşılaştırması sonucu belirlenmektedir (Demirci, 2012: 2). ...
Bu çalışmada, turizm öğrencilerini yemekhanelerde servis personeli olarak kullanan Eskişehir Osmangazi Üniversitesi ve Gazi Üniversitesi’nde akademik personelin bu uygulamadan memnuniyet düzeyleri ortaya konulmakta ve memnuniyeti etkileyen faktörlere bakılarak kurumlar arasında memnuniyet düzeyleri açısından istatistiksel olarak anlamlı farklılık olup olmadığı tespit edilmektedir. Araştırma betimsel amaçlı ve niceldir. Araştırmada veri top-lama aracı olarak anket kullanılmıştır. Araştırma örneklemini Eskişehir Osmangazi Üniversitesi için 240; Gazi Üniversitesi için 195 katılımcı oluşturmaktadır. Katılımcılardan elde edilen veriler, güncel istatistik programlarında değerlendirilmiş ve frekans, yüzde, ortalama ve standart sapma gibi tanımlayıcı istatistikler verilmiştir. Hipotezleri test etmek için bağımsız örneklem t testi yapılmış ve “Ürün”, Çevresel Faktörler”, “Servis Personeli” ve “Genel Memnuniyet” faktörleri ile kurumlar arasında istatistiksel olarak anlamlı farklılıklar bulun-muştur (p<0,01). Her iki kurumda da turizm öğrencileri tarafından verilen servis hizmeti personelin yemekhane ile ilgili memnuniyet düzeylerini arttırdığından diğer üniversitelerin de yemekhanelerde bu uygulamayı yapması önerilmektedir.
Purpose – This paper comprehensively reviews research on buying centers using a multi-method approach that
combines bibliometric analysis and content-based review. The study evaluates over 50 years of buying center
literature and identifies critical trends, influential contributors and research gaps. Based on the findings, the paper
advocates for a multi-stage, multi-method review process as a benchmark for future literature reviews in marketing.
Design/methodology/approach – The paper includes a multi-method approach that combines bibliometric
analysis and content-based review employing state-of-the-art tools such as Biblioshiny.
Findings – The analysis reveals patterns in the intellectual structure of the research on buying centers as well as
patterns of influence. While there has been periodic interest in reviewing and summarizing the literature on
buying centers, we find that a multi-method, journal-agnostic review of the literature utilizing multiple
databases yields a more comprehensive view of the field.
Originality/value – This paper provides a comprehensive and systematic literature review on the topic of
buying centers, utilizing multiple databases and increasing inclusiveness of global research.
Keywords Buying center, Bibliometrics, Literature review
Paper type Research paper.
This research presents an explanatory model of the determinants of brand loyalty of
members of a virtual community. The objective of this research is to understand the
mechanisms of affiliation of the consumers at the communities of brand. To do this, a survey
of 350 members belonging to the virtual community of the brand LG France on Facebook
allowed us to validate the conceptual model. Analysis of the results showed that brand
loyalty can be influenced by interactions member-member, community involvement,
commitment to the brand, the community feeling and intent of participation in the virtual
community
Purpose
This paper seeks to revisit the interrelationship among tourists’ perceived value of the destination, tourist satisfaction and destination loyalty in the heritage tourism site of Hoi An. In addition, the moderating role of tourists’ perceived crowding, which has become remarkably common at the site, in such a triangle relationship will also be explored. In other words, this study aims to validate an extended model of perceived value – tourist satisfaction – destination loyalty – perceived crowding.
Design/methodology/approach
The study collects data from 403 tourists who visited Hoi An during peak season through an online questionnaire. The data were later analysed using AMOS and Warp partial least squares.
Findings
The results validate the significant and positive correlation among perceived value, customer satisfaction and destination loyalty. Also, perceived crowding was confirmed to affect the relationship among these three variables negatively. In terms of academic contributions, this paper empirically proved that low levels of tourist satisfaction and destination loyalty among tourists who highly value their visiting experience at World Heritage Sites (WHS) can be caused by perceived crowding.
Originality/value
So far, current literature has investigated the direct (either positive or negative) relationship between perceived crowding and post-visit behaviours of tourists (Nie et al. , 2022; Papadopoulou, Ribeiro, & Prayag, 2023; Stemmer, Gjerald, & Øgaard, 2022). Broadening this area of research, the authors of this paper used the social interference theory and the stimulus-overload theory to explain the low level of tourist satisfaction and destination loyalty among tourists who highly value their visiting experience at WHS.
ABSTRAK Kualiti perkhidmatan dan kepuasan pelanggan adalah saling berkait di antara satu sama lain. Ia merupakan petunjuk terbaik kepada ramalan masa depan bagi pengoperasian sesebuah organisasi. Peningkatan tahap kepuasan adalah penting kerana ia mampu menyumbang kepada sikap untuk terus melibatkan diri dalam aktiviti sukan. Tinjauan konseptual ini adalah bertujuan untuk mengenal pasti tahap kualiti perkhidmatan fasiliti sukan di Institusi Pengajian Tinggi Malaysia dan menentukan hubungan antara kualiti perkhidmatan fasiliti sukan dan kesetiaan pelanggan. Model SERVQUAL akan digunakan dalam kajian ini. Namun, kajian ini berbeza dengan kajian-kajian lepas yang kebanyakannya hanya melihat dua pemboleh ubah sahaja iaitu kualiti perkhidmatan (pemboleh ubah bebas) dan kepuasan pelanggan (pemboleh ubah bersandar). Kajian yang dicadangkan oleh pengkaji ini melibatkan tiga pemboleh ubah iaitu kualiti perkhidmatan (pemboleh ubah bebas), kesetiaan pelanggan (pemboleh ubah bersandar) dan uniknya, kepuasan pelanggan sebagai perantara (faktor mediator) dalam kajian ini. Di universiti, pelajar merupakan pelanggan utama yang menerima perkhidmatan daripada organisasi. Secara jelas, Institusi Pengajian Tinggi mempunyai tanggungjawab dalam menyediakan perkhidmatan yang dapat memberikan kepuasan kepada pelajar yang dianggap sebagai pelanggan utama mereka. ABSTRACT Service quality and customer satisfaction are interrelated with each other. It is the best indicator of the future forecast for the operation of an organization. Increasing the level of satisfaction is important because it can contribute to the attitude to continue to engage in sports activities. This conceptual survey aims to identify the level of sports facility
The present study aimed to study the relationship between the pre and post customer satisfaction as well as the (industrial) customer loyalty towards the use of Water Treatment Plant. The earlier literature focussed on Customer Satisfaction being a post purchase satisfaction. But studying only the post purchase satisfaction while studying the customer satisfaction is incomplete as there are multiple stages tangled and entangled in the purchase decision making process. In regards to Industrial Customers, Price is the main factor while making purchase decisions. As the study reveals, the WTP manufacturers have to be competitive while designing their pricing strategies. Further it is observed that when the product prices rise the loyalty of the customer gets affected resulting into decreasing loyalty from the customers. Therefore prices if at all needed to be increased should be increased cautiously. This study also concludes that Price and "After sales service" are the areas where manufacturers should focus as they are amongst the most preferred factors contributing to the customer satisfaction.
p align="center"> ABSTRACT
The purpose of this research was to obtain empirical evidence and found the clarity of the phenomenon as well as conclusions about the effect of two variables for purchase decision on PT. Mitrametal Perkasa’s electroplating part.
The research was expected to contribute of economics development and marketing management.
This research was conducted by using descriptive and verificative methods, are collecting, presenting, analyzing and testing hypotheses, making conclusions and suggestions.
From the analysis of research data, obtained the following conclusions: Product attributes of electroplating products at PT. Mitrametal Perkasa have been on high criteria. Pricing of PT. Mitrametal Perkasa’s electroplating products have been on middle criteria. Purchase decision of electroplating products at PT. Mitrametal Perkasa have been on high criteria. The relationship between product attributes with pricing at very strong level and has correlation coefficient 0.844. The partial effect of attributes products to purchase decision has value 43.3%. The partial effect of pricing to purchase decision has value 33%. The simultaneous effect of product attributes and pricing to the purchase decision has value 76.3%.
From these results, that variable product attributes and pricing significantly influence to the purchase decision on PT. Mitrametal Perkasa’s electroplating products. Furthermore, for sustainability to improve and optimize these variables, PT. Mitrametal Perkasa was expected to create internal and external continues improvement programs periodically.
Keywords: product attributes, pricing, purchase decision</em
Sales Funnel Management (SFM) as a part of the Customer Relationship Management (CRM) is of great importance in the automotive industry when the companies want to attract new customers and retain the existing ones. Due to the complex and changing business environment customers are becoming more and more demanding and less loyal to their current brands. Existing research has shown that IT/IS play a crucial role throughout the execution of the CRM activities. However, the mere existence of an IS in a company is not enough. The ability and willingness of companies to use these IS in a sufficient manner plays a key role in the success and failure of CRM activities. Therefore, the objective of the article is to show how the role of the IS impacts on the effectiveness of the SFM through conducting a case study analysis in a leading German automotive company. The results show that IS has an important impact on improvements in execution of all phases of SFM and importantly contributes to primary goals and measures of effectiveness of the SFM in the automotive company, which are the increased number of vehicles sold and the lowest possible cost per vehicle sold, as well as higher level of customer satisfaction.
La sous-traitance fait partie intégrante de la stratégie concurrentielle dans le marché mondial. Les entreprises cherchent continuellement à sauvegarder la qualité de leur service grâce à la présence de sous-traitants disposant de l'expertise requise et capables de répondre aux besoins des leurs clients finals. Ce travail doctoral s’intéresse aux effets relationnels entre le donneur d'ordre - les sous-traitants et les clients finals (DSC). Pour tester cette relation, une étude quantitative a été réalisée auprès de donneurs d’ordre de secteur de transport routier de marchandises (TRM) en France. Les résultats issus des analyses montrent que la qualité de service dans la sous-traitance performant est étroitement liée aux exigences des clients finals et des critères de sélection des sous-traitants. Ces résultats nous ont permis de développer un modèle d'intégration pour aider les entreprises logistiques à évaluer et sélectionner leurs sous-traitants. Cette recherche enrichit la notion de la qualité de service dans la sous-traitance en démontrant que la performance opérationnelle des entreprises de TRM peut être augmentée grâce à l'amélioration de la relation entre la triade de services (DSC).
The present study aimed to study the relationship between the pre and post customer
satisfaction as well as the (industrial) customer loyalty towards the use of Water Treatment
Plant. The earlier literature focussed on Customer Satisfaction being a post purchase
satisfaction. But studying only the post purchase satisfaction while studying the customer
satisfaction is incomplete as there are multiple stages tangled and entangled in the purchase
decision making process. In regards to Industrial Customers, Price is the main factor while
making purchase decisions. As the study reveals, the WTP manufacturers have to be
competitive while designing their pricing strategies. Further it is observed that when the
product prices rise the loyalty of the customer gets affected resulting into decreasing loyalty
from the customers. Therefore prices if at all needed to be increased should be increased
cautiously. This study also concludes that Price and “After sales service” are the areas where
manufacturers should focus as they are amongst the most preferred factors contributing to the
customer satisfaction.
Purpose
This paper aims to investigate to what extent core, technical and social components of relationship value influence customer satisfaction and loyalty in the high technology business to business (B2B) markets.
Design/methodology/approach
Seven attributes of a high-technology buyer-seller relationship are identified representing the core, technical and social nature of relationship value. A conceptual model is proposed in which customer satisfaction mediates between the relationship value components and the two aspects of customer loyalty – attitudinal and behavioural. The empirical study is conducted in India employing 127 high technology customers. Structural equation modelling and path analysis is used to test the hypothesized linkages and examine the impact of different components.
Findings
Technical and social components of value influence customer satisfaction to a greater extent than the core components. Whilst behavioural loyalty is more driven by core components, attitudinal loyalty is more influenced by the social component. Satisfaction mediates the links between relationship value components and the two aspects of loyalty.
Research limitations/implications
Future research could test the modelled linkages in different countries and using larger samples and investigate the supplier perspective.
Practical implications
The paper provides useful implications for high tech product suppliers to improve their relationship with their customers. Suppliers must develop collaborative product/technology development projects and explore opportunities for personal relationships/rapport building with their customers, whilst delivering a quality product at a competitive price.
Originality/value
To the best of the authors’ knowledge, the paper is the first in B2B literature to provide an insight of how the different components of relationship value vary in influencing satisfaction and loyalty in a high technology B2B buyer-seller relationship.
Firms enlarge their market share through the tools which give them the competitive advantage over the other firms. The most widely adopted tools to provide competitive advantages are innovations in the product, process and services which help them to be cost effective or target the new segment of market; and the training and evelopment of employees which help them to sustain and grow in the market. Organisations adopt varied practices to provide maximum customer
satisfaction which in turn helps the firm in maintaining and increasing their market share. The present study analyse the relationship of customer satisfaction with product and services, it also examines the significance of product and services on satisfaction of the customer and thus observes overall satisfaction of the customer of Asian Paint. Relationship of product is examined by taking variables of features, durability and variety into consideration while the relationship of services is examined by taking services offered by the company and its dealer respectively. Results of the study show the positive relationship between the product and services with satisfaction of the customers. It also observes the significant effect of product and services on satisfaction of the customers of the company.
Kooperationen zwischen Organisationen der unterschiedlichsten Form nehmen zu und sind im Angesicht von Digitalisierung, künstlicher Intelligenz oder autonomem Fahren unabdingbar. Trotzdem scheitert eine Vielzahl solcher Kooperationen. Ein oftmals von den Kooperationspartnern vernachlässigter, aber zum Scheitern maßgeblich beitragender Faktor ist das Beziehungsmanagement. Ein Grund für diese Vernachlässigung könnte sein, dass es an einem praxisnahen Modell hierzu fehlt, das systematisch die Erkenntnisse aus der Psychologie, Soziologie, Rechts- und Wirt-schaftswissenschaften zusammenträgt und beschreibt, was „gute“ von „schlechter“ Kooperation unterscheidet. Der vorliegende Beitrag präsentiert ein solches interdisziplinäres, verhaltensbasiertes Modell, auf dessen Basis ein Fragebogentool entwickelt wurde. Zudem wird konkret gezeigt, wie Praktiker das Modell und den Fragebogen im Rahmen von Diagnostik, Evaluation und Beratung einsetzen können, um die Kooperationsbeziehung zu verbessern.
Nutzen für den Leser
Der Beitrag ist sowohl für Forscher als auch für Praktiker im Bereich Kooperationsmanagement sinnvoll. Er legt ein integratives, psycho-logisches Modell vor, um Kooperationsbeziehungen zu beschreiben. Das Modell basiert auf der Relational Contract Theory und erweitert den Ansatz um zahlreiche Aspekte (zum Beispiel den Zusammenhang zwischen der Beziehung und dem Erfolg). Das Modell erlaubt ein vertieftes Verständnis solcher Beziehungen, wodurch diese gezielt verbessert werden können. Außerdem werden für Praktiker verschiedene Verwendungsmöglichkeiten aufgezeigt: Neben der Diagnose des Zustandes und der Evaluation der Veränderung einer Kooperationsbeziehung mithilfe des Fragebogentools kann das Modell genutzt werden, um Workshop-Übungen zu entwickeln. Zusätzlich wird erläutert, wie der Prozess der Partnerwahl und die Gestaltung von Verträgen auf Basis des Modells verändert werden müssen, um von vornherein kooperativere Geschäftsbeziehungen zu erzielen.
A REVOLUÇÃO 4.0 E A ADOÇÃO DE NOVAS TECNOLOGIAS TEM DESPERTADO NAS ORGANIZAÇÕES DA INDÚSTRIA DE ARQUITETURA, ENGENHARIA E CONSTRUÇÃO (AEC) A NECESSIDADE EM REVER SUA GESTÃO BASEADA NOS MODELOS ESTRATÉGICOS EXISTENTES NO MERCADO. AS METODOLOGIAS DE GESTÃO DIRECIONAM AO DESENVOLVIMENTO DE NOVOS PRODUTOS, PROCESSOS, SERVIÇOS COM FOCO EM METAS E RESULTADOS - OS QUAIS SÃO ESSENCIAIS - ENTRETANTO, AINDA HÁ A DIFICULDADE EM COMO INCORPORAR A SINCRONIZAÇÃO COM O CLIENTE COMO UM PILAR DA ORGANIZAÇÃO. DESTA FEITA, SERÁ PROPOSTO UM FRAMEWORK COM O INTUITO DE SINCRONIZAR A VISÃO DO CLIENTE A PARTIR DA ABORDAGEM LEAN CONSTRUCTION E ATRAVÉS DE REVISÃO DE LITERATURA EM UMA METODOLOGIA DESCRITIVA FOI ANALISADO SEUS PRINCÍPIOS E CRITÉRIOS DE SATISFAÇÃO DO CLIENTE. ESTE FRAMEWORK PODERÁ SER INTEGRADO À ESTRATÉGIA DA ORGANIZAÇÃO E SERVIRÁ COMO BALIZADOR DA SINCRONIZAÇÃO DO MERCADO AO MODELO DE GESTÃO DA EMPRESA.
Purpose
Seen from the seller's point of view, this study examines economic and non-economic satisfaction as distinct conceptual variables, and tests how the constructs relate to each other and to the business transactional cost variables of formalisation, specific investments and dependence.
Design/methodology/approach
Data was collected from 213 key informants from Norwegian companies involved in business-to-business marketing. Structural equation modelling was used to test the posited hypotheses.
Findings
The findings show that sellers' economic satisfaction exerts a positive influence on non-economic satisfaction and on formalisation, while its posited influence on specific investments was not found to be significant. Formalisation was, however, not significantly influenced by seller non-economic satisfaction. Specific investment was positively influenced by seller non-economic satisfaction. The influence of formalisation on specific investments and dependence was significant. Specific investments were also found to be positively influenced by dependence.
Research limitations/implications
The study reveals the importance of assessing both economic and non-economic satisfaction in trying to understand sellers' behaviour in business-to-business markets.
Practical implications
The findings show the need for managers to ensure economic satisfaction, as its affects non-economic satisfaction.
Originality/value
This study contributes to a better understanding of satisfaction in business-to-business exchange relationships and its relationship with transactional cost constructs based on a seller's perspective.
Herbal medicines are important in providing community health, both in terms of treatment and in preventing diseases. However, there has not yet been a slight change in the marketing channel and the distribution of herbal medicines in the country. In view of this, this study endeavored to identify the marketing channel problems of herbal medicines from the perspective of manufacturers. The population of this qualitative research were herbal medicine companies in Tehran and Qom provinces, from which 15 producers were selected as the sample through purposive and snowball sampling methods. Exploratory interviews were conducted with 15 CEOs and marketing and sales managers of herbal medicine companies, and the problems were identified and analyzed using framework content analysis method. Herbal medicine marketing channel problems including destroying the product brand with inappropriate advertisements and discounts, topics related to visitors and orders, customer relationship management, scientific visit, relationships between distributors, speed, quality and quantity of distribution, termination of cooperation and distribution contracts, time and type of settlement, product returns, so on. To solve the marketing channel problems of the herbal medicine, we need to take into account all marketing tactics with a systematic view, because these problems may have interaction.
Organizations have traditionally managed services by manipulating engineering and operational attributes
and observing market outcomes. In recent years, customer satisfaction ratings have become an important component in this process. Hence, managers are keenly interested in the effect of service changes on customer satisfaction, customer behavior and revenues. This chapter develops a framework that describes the theoretical relationships among service operations, customer assessments and market outcomes. It also discusses the methodological and managerial issues that tend to arise during an investigation of these relationships. Then, three case studies are described: a model of aggregate customer complaint behavior, a model of perceived service quality and a model of customer satisfaction with a specific service encounter. They are used to illustrate how the effects of service changes can be examined by estimating statistical models based on company records and survey data. The advantages and disadvantages of different approaches are outlined.
Framework outlines the decision process in an industrial context.
Complex, highly intangible services such as life insurance consist largely of credence properties. Insurance providers engage in relationship-building activities that emphasize buyer-seller interaction and communication. Economists contend consumers are prone to make quality generalizations based on the strength of these relationships, perhaps to the detriment of price competition. The authors report contrary results suggesting that, though relationship marketing adds value to the service package, it is not a substitute for having a strong, up-to-date core service.
The authors suggest a model of industrial and institutional buying behavior as an organizational decision-making process. The major dimensions of the model are defined and some implications for marketing strategy are developed.
This paper reviews prior applications of structural equation modeling in four major marketing journals (the Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, and the Journal of Consumer Research) between 1977 and 1994. After documenting and characterizing the number of applications over time, we discuss important methodological issues related to structural equation modeling and assess the quality of previous applications in terms of three aspects: issues related to the initial specification of theoretical models of interest; issues related to data screening prior to model estimation and testing; and issues related to the estimation and testing of theoretical models on empirical data. On the basis of our findings, we identify problem areas and suggest avenues for improvement.
Kundenorientierung wird zum wesentlichen Wettbewerbsfaktor, wenn sämtliche „Antennen“ eines Unternehmens ständig für den Kunden „auf Empfang“ gestellt sind. Voraussetzung dafür ist die Kenntnis der Erwartungen der Kunden, des eigenen Leistungspotentials, der Leistungen der Wettbewerber sowie eine regelmäßige Überprüfung der entsprechenden Daten, um eventuelle Qualitätslücken schließen und einen permanenten Leistungsabgleich mit Veränderungen in der Erwartungshaltung der Kunden zu ermöglichen. Eine konsequente Ausrichtung aller Planungen, Entscheidungen und Aktivitäten eines Unternehmens an den Kundenerwartungen setzt die Erhebung und Fortschreibung von unternehmensbezogenen Kundenzufriedenheitswerten sowie den Vergleich mit entsprechenden Kennziffern von direkten Wettbewerbern voraus. Da die Kundenerwartungen u.a. auch von Erfahrungswerten der Kunden mit unterschiedlichsten Branchen (z.B. können Apotheken nicht vorrätige Produkte in zwei Stunden nachliefern, andere Handelsbranchen benötigen dafür Tage oder Wochen) geprägt werden, haben branchenübergreifende Studien wie das Deutsche Kundenbarometer einen besonderen Stellenwert, da hierdurch Maßstäbe für vorbildliche Leistungsqualitäten auch von branchenfremden Unternehmen gewonnen werden.
Twenty-two decision groups in three manufacturing and three research and development organizations are studied to identify the characteristics of the environment that contribute to decision unit members experiencing uncertainty in decision making. Two dimensions of the environment are identified. The simple-complex dimension is defined as the number of factors taken into consideration in decision making. The static-dynamic dimension is viewed as the degree to which these factors in the decision unit's environment remain basically the same over time or are in a continual process of change. Results indicate that individuals in decision units with dynamic-complex environments experience the greatest amount of uncertainty in decision making. The data also indicate that the static-dynamic dimension of the environment is a more important contributor to uncertainty than the simple-complex dimension.
This research presents both a conceptual and a methodological framework for examining organizational buying behavior from a multiperson level of analysis. Focusing on those organizational members who participate in the procurement decision making process, this research investigates the buying group's adaptive structural configuration in response to varying levels of environmental uncertainty.
The author comments on Fornell and Larcker's article in the February 1981 issue of "JMR". He indicates some limitations of the analyses, pinpoints where they can be misleading, and introduces some new notions.
Though the concept of a multiperson decision making unit (DMU) has been widely accepted in principle, very few empirical studies have surveyed all members of the DMU. In those few studies which have surveyed multiple decision participants, data were collected via "snowball" personal interviews. In a single-stage snowball a known member of the DMU is asked to provide a list of other persons involved in the decision making process. That list is used for a subsequent study. Multiple-stage snowballing involves asking all of the respondents in the first stage who else was in the DMU, then those in the second stage, and so on. Exhaustive snowballing involves continuing the process until no new DMU members are generated. As snowball personal interveiws are an extremely expensive method of collecting data, large-scale DMU research has been financially impractical for most empirical studies. A study of 319 DMUs was designed to assess the feasibility of snowballing by telephone and to ascertain the impact of exhaustive versus single-stage snowballing on the nature of the resultant DMU.
The authors describe new developments in structural equation modeling as incorporated in LISREL V. The procedures are illustrated on data from three previous studies.
Manufacturers introducing an industrial product to a foreign market face a difficult decision. Should the product be marketed primarily by captive agents (company salesforce and company distribution division) or by independent intermediaries (outside sales agents and distributors)? This is an issue of downstream vertical integration. The authors explore the issue through an empirical investigation of distribution channel choice in foreign markets by U. S. semiconductor companies. Using original interview data, they develop scales to measure key variables. With these measures they build a logistic regression model of what factors affect the form of the distribution channel chosen in various foreign markets. The results indicate that integration is associated with the degree of transaction specificity of assets in the distribution function and whether or not the product being introduced is highly differentiated. There is evidence that the product will be sold through whatever channel is already in place, if any. Further, American firms seem more likely to integrate the distribution channel in highly developed industrialized countries (Western Europe) than in Japan and Southeast Asia, which are more culturally dissimilar. Implications for managers faced with a channel choice are explored.
This article reports a first step toward developing some quantifiable dimensions of the industrial buying task group, called the buying center. Group composition and interaction processes were examined for purchases of capital equipment and industrial services in 31 firms. Data were analyzed to test the soundness of a communications network perspective on the buying center and the managerial implications of such a perspective. Equipment and service purchase measures differed reliably across several indices suggested by our theoretical orientation. Organizational structure and purchase situation attributes correlated in generally expected directions with the dimensions of the buying group.
Many applications of causal modeling in marketing involve selection among several competing causal models. The author investigates whether common criteria for model selection such as cross-validation indices and information criteria are likely to lead to discovery of the correct population model. Guidance on the use of these selection criteria in practice is provided for substantive marketing researchers. Results indicate that the adequacy of cross-validation depends critically on the method used for sample-splitting. The author suggests the application of Snee's DUPLEX algorithm in this context. For situations in which the assumption of multinormally distributed variables is justified, information criteria are found to be highly appropriate for model selection, outperforming cross-validation methods in several respects.
The author examines conceptual and operational issues associated with the "perceptions-minus-expectations" (P-E) perceived service quality model. The examination indicates that the P-E framework is of questionable validity because of a number of conceptual and definitional problems involving the (1) conceptual definition of expectations, (2) theoretical justification of the expectations component of the P-E framework, and (3) measurement validity of the expectation (E) and revised expectation (E*) measures specified in the published service quality literature. Consequently, alternative perceived quality models that address the problems of the traditional framework are developed and empirically tested.
A 16-item scale is developed to measure the degree to which salespeople practice adaptive selling-the degree to which they alter their sales presentation across and during customer interactions in response to the perceived nature of the sales situation. This paper-and-pencil scale assesses self-reports of five facets of adaptive selling: (1) recognition that different sales approaches are needed for different customers, (2) confidence in ability to use a variety of approaches, (3) confidence in ability to alter approach during an interaction, (4) collection of information to facilitate adaptation, and (5) actual use of different approaches. The reliability of the scale is .85. Support for the nomological validity of the scale is found by failure to disconfirm relationships with an antecedent (intrinsic motivation), several general personality measures of interpersonal flexibility (self-monitoring, empathy, locus of control, and androgyny), and a consequence (self-reported performance).
The results of an exploratory study of patterns of purchase influence in the metalworking industry are reported. The data set used was a representative sample of 2151 purchase influencers in the metalworking industry. Respondents reported their involvement or noninvolvement in each of seven phases of the purchasing decision process. The authors show the presence of identifiable patterns of reported involvement in the organizational buying process and suggest an approach for analyzing those patterns.
The author responds to issues raised by Parasuraman, Zeithaml, and Berry (1994) concerning his 1993 article that outlines theoretical and operational problems associated with the SERVQUAL model of perceived service quality. Because theoretical problems and ambiguities must be resolved before operational issues can be addressed effectively, his response focuses on the Parasuraman, Zeithaml, and Berry (1994) comments concerning (1) the theoretical problems associated with the SERVQUAL P - E model and (2) the Teas (1993) evaluated performance (EP) and normed quality (NQ) models. In addition, he assesses the theoretical merit of the Parasuraman, Zeithaml, and Berry (1994) SERVQUAL "mixed-model." His primary conclusions are that the conclusions reached by Parasuraman, Zeithaml, and Berry (1994) with respect to the Teas (1993) EP and NQ models are incorrect and that the proposed SERVQUAL mixed-model is merely a restricted version of (i. e., a re-expression that is less general than) the Teas (1993) NQ model.
The Robinson, Faris, and Wind buyclass framework has been called one of the most useful concepts in organizational buyer behavior, yet the entire model has received little empirical attention. Part of the explanation is the difficulty of obtaining valid data from members of the buying center. The authors study the buyclass framework using a novel approach: querying the managers of salesforces about the behavior their salespeople encounter on the part of their industrial customers. In phase 1, model development, the authors study the model's applicability in a relatively homogeneous, controlled setting (one industry, few firms). In phase 2, model replication, they extend and validate the phase 1 findings using multiple firms and industries. Much of what salespeople observe is found to correspond closely to the buyclass theory of organizational buyer behavior. Also, the "problem newness" and "information needs" dimensions are found to be strongly related, as expected. However, "seriousness of consideration of alternatives" seems to be a separate dimension that does not operate entirely as predicted by the buyclass framework.
A national sample of purchasing professionals was used to replicate the SOCO scale with buyers assessing the customer orientation of salespeople who call on them. The results are almost identical to those obtained when salespeople assessed their own degree of customer orientation, except that buyers' mean ratings are substantially lower than salespersons' mean ratings.
A holistic construal is presented to represent and test organizational theories, using examples from contemporary organizational theory and data from a recent study of wholesale distribution companies. The methodology provides a mechanism for linking theory construction and theory testing in organization research by explicitly representing theoretical and empirical concepts, nonobservational hypotheses, and correspondence rules. Unlike traditional methods used for construct validation and hypothesis testing, the methodology permits the researcher to model the extent of random and systematic error in measures of theoretical concepts and to control these sources of error when testing substantive hypotheses. Comparisons made between the holistic construal and traditional procedures show how the latter can lead to inaccurate conclusions about the status of a theory's constructs, hypotheses, and measures.
The authors describe the development of multiple-item measures to capture the construct of channel member satisfaction. Two measures are developed that are found to have high levels of reliability and validity. In addition, the construct of channel member satisfaction is found to be multidimensional, involving satisfaction with products, financial considerations, social interaction, cooperative advertising programs, and other promotional assistances.
The authors investigate whether it is necessary to include disconfirmation as an intervening variable affecting satisfaction as is commonly argued, or whether the effect of disconfirmation is adequately captured by expectation and perceived performance. Further, they model the process for two types of products, a durable and a nondurable good, using experimental procedures in which three levels of expectations and three levels of performance are manipulated for each product in a factorial design. Each subject's perceived expectations, performance evaluations, disconfirmation, and satisfaction are subsequently measured by using multiple measures for each construct. The results suggest the effects are different for the two products. For the nondurable good, the relationships are as typically hypothesized. The results for the durable good are different in important respects. First, neither the disconfirmation experience nor subjects' initial expectations affected subjects' satisfaction with it. Rather, their satisfaction was determined solely by the performance of the durable good. Expectations did combine with performance to affect disconfirmation, though the magnitude of the disconfirmation experience did not translate into an impact on satisfaction. Finally, the direct performance-satisfaction link accounts for most of the variation in satisfaction.
The concept of customer orientation in salespeople is defined, a scale is developed to measure the degree to which salespeople engage in customer-oriented selling, and the properties of the scale are reported. A test of the nomological validity indicates the use of customer-oriented selling is related to the ability of the salespeople to help their customers and the quality of the customer-salesperson relationship.
The authors examine two concerns that have emerged in research involving the attitude toward the ad (Aad) construct. The first pertains to conceptualization and measurement. Drawing on recent social cognition and consumer research, the authors propose a distinction for cognitive evaluation and affective reaction as separate dimensions of Aad. Empirical evidence is provided that supports the meaningfulness of this distinction in advertising-response data. The second concern involves processing set and its implications for the external validity of Aad research. The results suggest that processing individuals under disguised versus nondisguised "sets" will influence the nature of their affective versus cognitive responses to an ad.
Complex, highly intangible services such as life insurance consist largely of credence properties. Insurance providers engage in relationship-building activities that emphasize buyer-seller interaction and communication. Economists contend consumers are prone to make quality generalizations based on the strength of these relationships, perhaps to the detriment of price competition. The authors report contrary results suggesting that, though relationship marketing adds value to the service package, it is not a substitute for having a strong, up-to-date core service.
This article examines the differences between buyers and operations personnel in their perceptions of the importance of service criteria in the evaluation of suppliers. The differences found reflect the objectives of the two functional areas. Interview data suggest that integration of these functional areas may be an important future marketing and service approach.
The Webster and Wind model of organizational buyer behavior enjoys considerable popularity. However, not all of its constructs and relationships among constructs have been validated by empirical research. The purpose of this study was to provide empirical evidence concerning the relationships between three of the model's critical constructs: buying center membership, purchase situation, and purchase phase. The relationships studied were variations in the perceived relative influence of different functional areas (e.g., production, marketing, purchasing, etc.) across three purchase situations and four purchase phases. The results of the study clearly indicate that the functional areas are generally perceived to have varying amounts of influence across both the purchase situation and purchase phase. These results have specific implications for developing effective industrial marketing strategies.
A model of the purchaser's satisfaction with supplier response to a formal buyer complaint is developed and tested. The authors answer two important questions: (1) what variables affect the purchasing agent's satisfaction with a supplier's response to a complaint? and (2) how can the supplier respond so as to keep that customer in the future?
A model of organizational buying is advanced based on interview data from the offshore oil industry. The variable linking complexity and organizational participation was the criteria of evaluation in the buying process.