University of Twente Student Theses


The impact of COVID-19 on preferred customership : a multiple case study with four companies

Moonen, D.J.T. (2020) The impact of COVID-19 on preferred customership : a multiple case study with four companies.

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Abstract:In the past, several studies have been conducted on the concepts related to preferred customership. This thesis is specifically concerned with the effect of COVID-19 on the antecedents and benefits of preferred customership. Qualitative research has been conducted with a sample of four companies. By conducting semi-structured interviews with five purchasers, it has been aimed to investigate the impact of COVID-19 on the buyer-supplier relationship by considering the view of purchasers. The findings are consistent with the previous research about preferred customership since they confirm previously identified antecedents and benefits. Additionally, new antecedents and benefits have been identified. The results suggest that the antecedents and benefits do not change as a result of COVID-19. However, a shift in the importance of the benefits related to preferred customership can be observed. In times of crises, purchasers especially value loyalty and delivery reliability. Since COVID-19 is still in an early stage, the overall impact on the buyer-supplier relationship should be examined in the future.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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