یک تحقیق تجربی در مورد نتایج ارائه راه حل و روابط B2B
ترجمه نشده

یک تحقیق تجربی در مورد نتایج ارائه راه حل و روابط B2B

عنوان فارسی مقاله: روابط B2B در مسیر سریع: یک تحقیق تجربی در مورد نتایج ارائه راه حل
عنوان انگلیسی مقاله: B2B relationships on the fast track: An empirical investigation into the outcomes of solution provision
مجله/کنفرانس: مدیریت بازاریابی صنعتی - Industrial Marketing Management
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی، مدیریت بازرگانی، مدیریت کسب و کار
کلمات کلیدی فارسی: ارائه راه حل، چرخه زندگی رابطه با مشتری، بازاریابی تجارت به تجارت
کلمات کلیدی انگلیسی: Solution provision، Customer relationship life-cycle، Business-to-business marketing
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journals List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.indmarman.2018.08.012
دانشگاه: Department of Strategy and Marketing, University of Sussex Business School, UK
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 6/511 در سال 2018
شاخص H_index: 114 در سال 2019
شاخص SJR: 2/375 در سال 2018
شناسه ISSN: 0019-8501
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 11
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: ندارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E11522
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Literature review


3- Research method


4- Results


5- Discussion


6- Managerial implications


7- Limitations and future research avenues


References

نمونه متن انگلیسی مقاله

Abstract


In academic and business literature, suppliers providing solutions to their business-to-business (B2B) customers are often described as achieving increased customer retention, higher sales volumes, and enhanced cross-selling. Yet there is limited empirical evidence to support the positive impact of solutions on these customer-related outcomes. Moreover, it is unclear whether suppliers obtain similar outcomes from buyers at different relationship life-cycle stages. This paper aims to address these two gaps and tests the contingency role of the relationship life-cycle in driving future customer outcomes. It proposes that there is a positive effect for solutions provided to recent customers (labeled as “accelerator” role) rather than to established ones (labeled as “leverage” role). Results from a longitudinal analysis of the sales database of a North American company providing solutions to its customers empirically support the “accelerator” role of solutions.


Introduction


In today's business-to-business (B2B) marketplace, companies increasingly enhance their customer offerings with services to achieve differentiation and a competitive edge in the market (Eggert, Hogreve, Ulaga, & Muenkhoff, 2014; Fang, Palmatier, & Steenkamp, 2008). Such service-led growth strategies frequently entail what is referred to as “customer solutions” (Matthyssens & Vandenbempt, 2008; Ulaga & Eggert, 2006), whereby companies move from a stand-alone product or service offering to providing a much more complex and customized integration of goods and/ or services that address customer needs more completely and specifically and include a relational process between customer and supplier (Evanschitzky, Wangenheim, & Woisetschläger, 2011; Tuli, Kohli, & Bharadwaj, 2007). These customer solutions contribute to achieving key business objectives in a variety of sectors ranging from industrial equipment, chemicals, information technology, to healthcare and beyond (Day, 2004; Sharma, Lucier, & Molloy, 2002). For example, Ricoh not only sells printing equipment and supplies but also offers centralized printing solutions to its customers.1 In the heating, ventilation, and air conditioning industry, Belimo provides integrated solutions where the Internet of Things enriches its offering of damper actuators, control valves, and sensors.2 Notwithstanding their costs and organizational challenges (Sawhney, 2006), solutions are often presented as leading to increased revenues for their providers by means of improved customer retention, higher sales volumes, and more extensive cross-selling (Biggemann, Kowalkowski, Maley, & Brege, 2013; Miller, Hope, Eisenstat, Foote, & Galbraith, 2002). These customer-related outcomes should arise because customers tend to respond favorably to such offerings and further develop their relationship with the solution provider, leading to higher switching costs and increased dependency on the provider (Bonney & Williams, 2009). Although there is a growing literature that deals with the topic of solution provision, according to Evanschitzky et al. (2011), there is a lack of empirical research to support the claims above regarding customer-related outcomes. Thus, the first objective of this paper is to undertake such empirical research to deal with this limitation and to determine whether solution provision does enhance customer-related outcomes for their suppliers.

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