University of Twente Student Theses


Becoming the preferred customer : Operative best practices for buyer organisations

Lammers, P.F. (2020) Becoming the preferred customer : Operative best practices for buyer organisations.

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Abstract:Over the years, there has been an increased attention for the notion of supplier satisfaction and preferred customership. When the buying firm is being awarded the title of preferred customer, it can enjoy competitive advantages by enjoying the preferential treatment. In the last couple of years, multiple extensions have been made on a model measuring supplier satisfaction and the preferential treatment. This study extends the existing literature in two ways. At first, all conducted extensions made on the model are inventoried and examined. Based on their contribution to explanation and statistical properties, a proposed model is presented. This improved model consists of added antecedents on economic, relational and operative factors. Secondly, a benchmark is executed of all replication studies based on the model measuring supplier satisfaction, aiming to identify all top-scoring organisations. The identified top-scoring organisations are subjected to empirical research, aiming to identify which best practices they perform or possess in order to be a top scoring organisation. The empirical research showed the best practices an organisation implements are dependent on the organisational specifics. The identified best practices at the organisations showed that reliability and relational behaviour are the most important categories. Another important finding is that no organisation primarily focuses best practices on profitability. Also, the importance of the power regime in a relationship is identified. Based on these results, a discussion is conducted, resulting in managerial and theoretical contributions. Lastly, limitations of the study are presented and avenues for future research are taken into account.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:83 economics, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
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