"Hi, It's me again! Listen…" : How perceived supplier proactive customer orientation influences long-term relationship with the customer
Year: 2022
Type: dissertation
Study design: Observational Study
Abstract: The purpose of this thesis is to explore how customers experience the supplier proactive customer orientation facilitated by value-based selling effort, and how it affects the long-term business relationship with the customer. Research on long-term business relationships is important since there is tough competition for front-line positions in business-to-business markets. To explore connections between value-based selling, perceived supplier proactive customer orientation and commitment to relationship, the conceptual thinking of value-based selling (Terho et al. 2012; 2015) and the examination of proactive customer orientation and its role for creating customer value by Blocker et al. (2011) are applied. The phenomenon is investigated through concepts of value-based selling, proactive customer orientation, perceived supplier value, customer adaptiveness, satisfaction, trust, and loyalty. The study was conducted as an explanatory survey research among technology industry. The data consists of 42 returned questionnaires collected from the customer contacts of two global technology conglomerates operating in service business. The data was collected electronically in a cross-sectional survey among business-to-business customer contacts in Finland and in US. The research model is based on the concepts, and hypotheses set are empirically tested with quantitative research methods. The data was analysed by using PLS-SEM technique and SmartPLS 3.0 software. According to the results perceived supplier proactive customer orientation has a positive effect on the level of customer's perception on value and customer's willingness to adapt. Customers are more satisfied and trusting when they are willing to adapt their processes and daily routines. The customer level of trust and satisfaction is significantly increased when the perception on value is high. When customers experience trust towards the supplier, they also are more loyal. Increased loyalty together with trust and satisfaction enables the building of the long-term business relationships.
Source: UTUPub (University of Turku)
Author: Laaksonen, Johanna
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6982180803