Which Customers Pay?

Predicting Value Pre and Post Sales

verfasst von: David Beirau

Verlag: Springer Fachmedien Wiesbaden

Buchreihe : Kundenmanagement & Electronic Commerce

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

The main goal of this book is explaining which customers create value for suppliers and thereby realizes a better understanding of how suppliers can improve their revenue for value proposition and value creation in industrial markets. Two studies examine customer characteristics which moderate the relationship between supplier behavior and sales performance. The results support companies to identify and target customer contact persons and companies who show higher potential to create future value to the supplier and, therefore, should be approached and maintained.

Inhaltsverzeichnis

Frontmatter

Chapter 1. Introduction

Abstract

Over the past decades, more and more organizations have refrained from product-centric marketing and have moved toward a customer-oriented management of relationships (Reinartz et al. 2004). Taking a broad and strategic perspective, customer relationship management (CRM) can be interpreted as a general approach reflecting a customer-oriented business culture, which tries to win and keep customers by proposing and creating high value (Buttle 2004; Payne and Frow 2005; Payne et al. 2017). However, the scope of CRM is greater than simply acting customer-orientated since it combines the analysis of value to the customer and value to the supplier (Boulding et al. 2005).

David Beirau

Chapter 2. Theoretical Foundation

Abstract

This chapter contains the theoretical foundation of the work in this thesis. Chapter 2.1 introduces the topic of customer relationship management (CRM) in general. The overall aim of CRM is to have an effect on the customers’ organizational buying behavior by proposing and creating value to the customer in order to derive value to the respective firm. Thus, chapter 2.2 begins with organizational buying behavior that depends primarily on the employees who are involved in the purchasing process (buying center).

David Beirau

Chapter 3. Study 1: Opportunity Management

Abstract

The effectiveness of salespeople in customer interactions is critical to the success of customer relationship management (CRM). Salespeople play a key role in retaining existing customers (Weitz and Bradford 1999) but are even more critical in personal selling to acquire new customers. Even when winning customers is a sufficient condition for retaining customers and therefore not less relevant, customer retention dominates strongly in CRM literature (Thomas et al. 2004; Ang and Buttle 2006; Bolton and Tarasi 2007). Thus, more research is needed concerning the effectiveness of selling in the process of customer acquisition.

David Beirau

Chapter 4. Study 2: Value Management

Abstract

To stay competitive, suppliers must know how to create and derive value. Since building and maintaining relationships with customers are investments for the future, suppliers must ensure to derive benefits for themselves when creating value to the customer. Customers and suppliers manage a separate profit stream; however, both partners need each other to reach their goals (Williamson 1988). In other words, there is, on the one hand, a goal clash and, on the other hand, both partners are contingent on each other to receive value.

David Beirau

Chapter 5. Synthesis

Abstract

Value proposition and creation are both fundamental aspects for gaining new customers and managing existing customer relations in industrial markets. The main goal of this thesis was explaining which customers create value for suppliers and thereby realize a better understanding of how suppliers can improve their revenue for value proposition (focus: customer acquisition) and value creation (focus: customer maintenance). Factors have been identified which help to determine customer contact persons and companies who show a higher potential to create future value and thus should be approached and maintained.

David Beirau

Backmatter

Titel: Which Customers Pay?
verfasst von: David Beirau
Verlag: Springer Fachmedien Wiesbaden
Electronic ISBN: 978-3-658-28137-3
Print ISBN: 978-3-658-28136-6
DOI: https://doi.org/10.1007/978-3-658-28137-3