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Kundenbindung in industriellen Zuliefer-Abnehmer-Beziehungen

Author

Listed:
  • Heribert Gierl

    (Universität Augsburg)

  • Gunter Gehrke

    (Universität Augsburg)

Abstract

Summary In this paper we consider options of suppliers to increase the probability of future orders of their industrial customers. First, we develop a typology of strategies, which can be used to strengthen their customers’ loyalty by creating economic or psychological switching barriers. We discuss value enhancing activities, process optimizing activities, reputation building activities, and flexibility increasing activities. Second, we derive hypotheses under which conditions each of these strategies is expected to be superior to others. Based upon data from a sample of German car industry suppliers we prove the effectiveness of the strategies successfully. Furthermore, we demonstrate that the results of the strategies under consideration depend on the supplier’s situation, which is determined by the supplier’s product share to his customer’s product as well as by his product’s technical superiority compared to his competitors’ alternatives.

Suggested Citation

  • Heribert Gierl & Gunter Gehrke, 2004. "Kundenbindung in industriellen Zuliefer-Abnehmer-Beziehungen," Schmalenbach Journal of Business Research, Springer, vol. 56(3), pages 203-236, May.
    • Handle: RePEc:spr:sjobre:v:56:y:2004:i:3:d:10.1007_bf03372735
    DOI: 10.1007/BF03372735
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    References listed on IDEAS

    as
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    4. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    5. Sheth, Jagdish N. & Parvatiyar, Atul, 1995. "The evolution of relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 397-418.
    6. Christian Homburg & Harald Werner, 1998. "Situative Determinanten relationalen Beschaffungsverhaltens," Schmalenbach Journal of Business Research, Springer, vol. 50(11), pages 979-1009, November.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    M31;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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