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A qualitative and quantitative study for evaluating customers from a supplier perspective based on preferred customer antecedents : development of a maturity model for assessing key accounts

Meyer, Antoine (2019) A qualitative and quantitative study for evaluating customers from a supplier perspective based on preferred customer antecedents : development of a maturity model for assessing key accounts.

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Abstract:The aim of this research is to explore new preferred customer criteria to subsequently rate the importance of every criterion in order to develop a maturity model that is able to assess buying firms from a supplier perspective based on a score. With regard to the research design of this study, new criteria are explored through qualitative research by conducting semi-structured interviews with sales managers who are selling products that are sold on a regular base to the same existing business-to-business customer. These criteria are rated through quantitative research in order to highlight differences among them. This type of mixed method is considered as explorative sequential design method. The findings of the study show that criteria identified through qualitative interviews slightly differ from the findings from the theory. Further, the findings from the quantitative data collection give a clear indication that criteria differ in terms of their importance. In terms of limitations, the small sample size of the qualitative research is addressed. Further, the model developed of this study is applicable throughout a wide set of industries which limits its application abilities in terms of only one specific industry. With regard to practical implication, suppliers and key accounts can profit from this research. On the one hand, suppliers are able to systematically evaluate and compare their customers in order to decide which customer to assign with preferred customer status. On the other hand, buyers are able to see what type of criteria are valued from suppliers in order to systematically improve in these points.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/77946
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