University of Twente Student Theses


Becoming the preferred customer : the influence of buyer and supplier importance

Jansen, Marnix M. (2018) Becoming the preferred customer : the influence of buyer and supplier importance.

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Abstract:The past decades the field of purchasing has gained more and more attention. Companies recognise the importance of good and strategic purchasing, every euro saved on purchasing contributes directly to a company's profit. Resources are scarce and companies compete to obtain the best resources available, suppliers supplying those resources have the ability to choose the buyer they prefer the most, their preferred customer. Recent studies showed the importance of becoming and maintaining the preferred customer of certain suppliers. Those studies were focussed on the antecedents of supplier satisfaction in relation to becoming the preferred customer. This research uses a different approach and focuses on the effect of supplier and buyer importance on becoming the preferred customer. The quantitative data for analyses is gathered via a survey among the suppliers of two different Dutch companies. The 149 useful responses are analysed using PLS-SEM. The results showed that supplier importance resulted in buying firms putting a bit more effort in the buyer-supplier relationship, resulting in a higher level of perceived reliability by the supplier. Buyer importance on the other hand turned out to be the main cause for becoming the preferred customer, stronger than supplier satisfaction.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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