University of Twente Student Theses
Becoming the preferred customer in a buyer supplier relationship: antecedents that influence the preferred customership
Ossenbruggen, I. van (2023) Becoming the preferred customer in a buyer supplier relationship: antecedents that influence the preferred customership.
|
PDF
1MB |
| Abstract: | Over the last few years there has been a change in the relationship between buyers and suppliers. The narrative of “the customer is king” is slowly changing. Companies are no longer fighting over customers, but are trying to become the best customer of their own suppliers. Becoming a preferred customer can bring preferential treatment which means a competitive advantage over their competitors which is very important in a market where prices are rising and supplies are becoming more scarce. This study hopes to examine and contribute to the existing literature on preferred customership, it’s preferential treatment and benefits, and supplier satisfaction. Continuing, what manages the relationship between buyer and supplier are written and unwritten contracts. These unwritten contracts are called psychological contracts in the literature and revolve around the norm of reciprocity, which is about returning the favor. These psychological contracts run the risk of being interpreted differently by one side of the relationship which can result in a psychological contract breach. This research aims to explore the effects of psychological contract breach as well as fulfillment. A case study involving 4 companies, 1 buyer and 3 of it’s suppliers, was conducted to explore how a company becomes the preferred customer. Based on this study a module was formulated which included supplier satisfaction, preferred customer benefits, and psychological contracts. |
| Item Type: | Essay (Bachelor) |
| Clients: | Benchmark, Enschede, Nederland |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 77 psychology, 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/96675 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page