University of Twente Student Theses


A review of preferred customership in previous bachelor theses published by The University of Twente (2020)

Oosterhout, T.V.L. van (2020) A review of preferred customership in previous bachelor theses published by The University of Twente (2020).

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Abstract:In buyer-supplier relationships, the focus has shifted from cost-oriented towards more relationshiporiented. This is why achieving the preferred status has become more and more important for buyers. It is thus important to research how to achieve this status and what variables influence this. The University of Twente has been conducting a lot of research concerning this topic over the years. In this paper, several bachelor papers published by The University of Twente were systematically analyzed to find possible directions for future research. Many antecedents of the preferred customer status, supplier satisfaction and customer attractiveness, that were discovered by literature were found, as well as new antecedents not yet identified by literature. These new found antecedents include, the buyer’s proximity to the supplier, payment habits and procurement policy of the buyer, reciprocity in the buyer-supplier relationship and the brand name and reputation of the buyer. The relation these antecedents have with the preferred customer cycle create new directions for future research. Moreover, in these bachelor papers, several special topics were analyzed. From these analyses, their connection with the preferred customer cycle is found. These relations are then summarized in a framework in this review. The question is however, which of these special antecedents of the cycle have a greater impact than others? This is the second direction found for future research. These special antecedents are proposed to be ranked among each other to create a clear overview of the antecedents’ impact. The only limitation this review has was that some bachelor papers did not include the industry and country of origin of their interviewed firms. This prevented a connection to be found between these two variables and the outcomes of the bachelor papers.
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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