Partner selection in B2B information service markets

Partner selection in B2B information service markets

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تعداد صفحات: 11
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قیمت: 23000 تومان

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Partnerselection in B2B information service markets

دسته بندی: pdf

نوع فایل:  pdf ( آماده پرینت)

تعداد صفحه : 11 صفحه

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Abstract:       This study investigates the impact ofselection criteria associated with interpersonal interaction (such as goodpersonal relationships) on supplier consideration. More specifically itexamines how the importance of these criteria depends upon service-relateddimensions. This is an experimental study among client firms in the marketresearch industry which combines a conjoint and between-subjects design tolead to several new insights. First while good personal relationships play animportant role in the selection of a service provider their impact increasesif the service offering is subjective in nature but it decreases if it isstrategically important. Second enriching the service offering withinterpretation and advice is more important for subjective as well as forstrategically important service offerings. Third as to other selectioncriteria the study results show some interesting differences betweenconsideration and choice. Price has a substantive impact on choice alone whilea strong brand name is helpful for the service provider only in theconsideration stage.

 Keywords:      Partner selectionEmbedded exchange Consideration and choice Conjoint experiment B2Bmarketing Marketing research industry Author(s):      Stefan Wuyts Peter C. Verhoef RemcoPrins Source:           Intern. J. ofResearch in Marketing 26 (2009) 41–51 Subject:                  مدیریت بازاریابی Category:            مقاله مجله Release Date: 2011

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