Abstract
Customer attraction plays a focal role in gaining
"preferred customer" status, in allocating resources and
in fostering joint value creation in a relationship.
Managers are increasingly interested in developing
customer attraction, but they face many challenges. The
aim of this paper is to discuss the role of attraction in
managing the supplier relationship and to advance a
framework for the strategic use of attraction. Another
aim is to present practical examples of how this
framework can be applied to manage attraction. To develop
a framework, social exchange theory is coupled with the
literature regarding buyer-supplier relationships. A
multiple case study of three buyer-supplier relationships
is used to illustrate the framework.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 23rd Annual IPSERA Conference, 2014 |
| Publication status | Published - 2014 |
| MoE publication type | A4 Article in a conference publication |
| Event | 23rd IPSERA Conference - Pretoria, South Africa Duration: 13 Apr 2014 → 16 Apr 2014 Conference number: 23 |
Conference
| Conference | 23rd IPSERA Conference |
|---|---|
| Country | South Africa |
| City | Pretoria |
| Period | 13/04/14 → 16/04/14 |
Keywords
- buyer-supplier relationships
- customer attracton
- social exchange theory
- supplier relationship management