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Die Wirkung der Positionierung eines Zulieferunternehmens auf das Vertrauen des Kunden

Author

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  • Heribert Gierl
  • Sandra Praxmarer

Abstract

Many studies have identified measures that are able to enhance partners’ trust in business-to-business relationships. However, it is not known which measures are more effective than others or under which conditions certain measures might be helpful or not. In the present study the effects of four possible positioning strategies on buyer’s trust are examined. The positioning strategies considered here are the supplier’s adaptations regarding its customer’s processes, its service orientation, its flexibility, and market-signals stressing the supplier’s competence. We found that, due to the high specificity of the required investments, adaptations of the supplier’s processes are the strongest instrument to enhance buyers’ trust relative to the other three strategies. We could also show that investments in market signals stressing the supplier’s competence are not effective if the supplier is of high importance to the customer. Copyright Springer-Verlag 2007

Suggested Citation

  • Heribert Gierl & Sandra Praxmarer, 2007. "Die Wirkung der Positionierung eines Zulieferunternehmens auf das Vertrauen des Kunden," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 18(2), pages 187-206, August.
    • Handle: RePEc:spr:metrik:v:18:y:2007:i:2:p:187-206
    DOI: 10.1007/s00187-007-0023-2
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    References listed on IDEAS

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