Antecedents of customer attractiveness and supplier satisfaction and their influence on supplier behavior in a low-tech market
Slager, Lisanne (2020)
Pro gradu -tutkielma
School of Business and Management, Kauppatieteet
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In today’s business environment, characterized by global competition and high consumer demands, buyer–supplier relationships are becoming increasingly important for firms that want to stay competitive. As a result, research has showed a growing interest in the management of buyer–supplier relationships, especially in the concepts of customer attractiveness, supplier satisfaction and preferred customer status. To realize benefits from buyer–supplier collaboration, high-quality information must be shared between supply chain partners. The aim of this research was to determine what the antecedents of customer attractiveness and supplier satisfaction are and what effects attractiveness and satisfaction have on the quality of the information shared between the buyer and supplier. In addition, we measured whether customer attractiveness and supplier satisfaction had an influence on supplier intentions for the relationship, such as supplier willingness to intensify the relationship and improve the quality of information shared with the buyer. Previous literature has called for more research into customer attractiveness and supplier satisfaction, especially in low-tech markets. This research answered that aim by testing the abovementioned relationships through surveys in the Dutch book market, a low-tech market. Partial least squares modeling was used to find relationships between variables measured. Results showed that growth opportunity, profitability and buyer reputation had a significant positive effect on customer attractiveness, while positive relational behavior had a significant positive effect on supplier satisfaction. Customer attractiveness had a significant positive effect on supplier satisfaction, supplier willingness to intensify the relationship and supplier willingness to improve the quality of information. Customer attractiveness and supplier satisfaction were not found to have a significant effect on information quality, but this may have been due to the small number of respondents and the specifics of the book market.