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Benefits, antecedents, buyer reputation, buyer status and strategic fit in relation to the preferred customer status : a multiple case study at company X and three of its key suppliers

Vegt, D. van der (2016) Benefits, antecedents, buyer reputation, buyer status and strategic fit in relation to the preferred customer status : a multiple case study at company X and three of its key suppliers.

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Abstract:Over the past few years, more attention has been given to the concept of the preferred customer status. Many academics have conducted studies on a theoretical basis regarding this concept, but have rarely studied this concept in a qualitative way. Therefore, this multiple case study is executed to give a qualitative view of the preferred customer status in relation to different concepts. Next to earlier examined concepts such as benefits, antecedents and drivers of the preferred status, new concepts are researched like buyer reputation, buyer status and strategic fit. The results of the multiple case study confirm a large number of earlier discovered benefits, antecedents and drivers of the preferred status, but also add a number of new factors to the literature such as company name and making good appointments. Regarding the three new concepts, several existing factors have been confirmed such as historical legacy, but also new factors have been added to the literature like trust and brand name. The influences of the new concepts on the preferred customer status differ per supplier. However, multiple suppliers argued together with the buying side that buyer reputation, buyer status and strategic fit have an influence on the preferred customer status.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/70134
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