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Satisfying the supplier : antecedents of supplier satisfaction and the influence of segmentation and status : a multiple case study in cooperation with one buying company and three of its key suppliers

Tucholka, Merle (2017) Satisfying the supplier : antecedents of supplier satisfaction and the influence of segmentation and status : a multiple case study in cooperation with one buying company and three of its key suppliers.

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Abstract:In a competitive environment, excellent suppliers are popular. Buyers need to pursue a proactive supply strategy and try to improve their position towards the supplying company to further reach the position of the preferred customer. Factors that precede this post are customer attractiveness and supplier satisfaction. This paper focuses on supplier satisfaction which is defined as a state where the supplier’s expectations are met or exceeded. In more detail, the study focuses on the antecedents of supplier satisfaction and how segmentation and status have an influence on it. Qualitative data were collected in the form of interviews in cooperation with one buying company and three of its key suppliers. The analysis presents relevant antecedents of supplier satisfaction and compares them with findings from scientific literature. Resulting from this is a confirmation of antecedent. Antecedents of supplier satisfaction that appeared in scientific research as well as in the case study can be categorized into two groups: relational/communicational factors and economic elements. Relational/communicational antecedents found are information sharing, early supplier involvement, forecasting/planning, openness, trust and feedback and the establishment of an effective way interaction between buyer and supplier. Economic factors found are profitability and business continuity, growth opportunity and capital- specific supplier development. Furthermore, this project looked at the impacts of segmentation on supplier satisfaction. The outcomes of the study show that segmentation has an influence of supplier satisfaction. Different segments in the Kralijc matrix and the purchasing strategy followed by the buyer have distinct impacts on supplier satisfaction. The supplier reacts on this approach with a certain level of satisfaction which leads to a district position of the buyer for the supplier. Additionally, the impact of status on satisfaction was investigated. However, a clear influence of status on supplier satisfaction cannot be made, since the data collected from the suppliers is controversial.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/72694
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