University of Twente Student Theses
Qualitative case study on the antecedents and benefits of the preferred customer status in times of crisis
Woolderink, A.H.C. (2020) Qualitative case study on the antecedents and benefits of the preferred customer status in times of crisis.
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| Abstract: | The rise of competitive pressure among buying firms leads to increased attention to the concept of the preferred customer status, as it can give buying firms a sustained competitive advantage. A crisis could impact the buyer-supplier relationship, thus leading to this paper making use of the rare opportunity of the current Covid-19 pandemic to investigate the effect a crisis might have on the antecedents of the preferred customer status. A case study was conducted to collect data for this paper. Interviews were conducted with the purchaser of Company X and with three representatives of leading suppliers of Company X. In this paper, the current knowledge on the antecedents and the benefits of the preferred customer status is fortified and extended with the knowledge of the crisis influence. From the findings it is concluded that during a crisis relational behaviour becomes the most important antecedent; The crisis has a positive moderating effect on relational behaviour and reliability; the crisis has a negative moderating effect on the growth possibility antecedent. Lastly, a possible new antecedent of social importance is at play for providing a preferred customer status during this specific pandemic crisis. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/81880 |
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