Kundenbindung in industriellen Zuliefer-Abnehmer-Beziehungen

Heribert Gierl and Gunter Gehrke
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Heribert Gierl: Universität Augsburg
Gunter Gehrke: Universität Augsburg

Schmalenbach Journal of Business Research, 2004, vol. 56, issue 3, 203-236

Abstract: Summary In this paper we consider options of suppliers to increase the probability of future orders of their industrial customers. First, we develop a typology of strategies, which can be used to strengthen their customers’ loyalty by creating economic or psychological switching barriers. We discuss value enhancing activities, process optimizing activities, reputation building activities, and flexibility increasing activities. Second, we derive hypotheses under which conditions each of these strategies is expected to be superior to others. Based upon data from a sample of German car industry suppliers we prove the effectiveness of the strategies successfully. Furthermore, we demonstrate that the results of the strategies under consideration depend on the supplier’s situation, which is determined by the supplier’s product share to his customer’s product as well as by his product’s technical superiority compared to his competitors’ alternatives.

Keywords: M31; Commitment; Industrial Buyer-Seller-Relationships; Strategic Options; Kundenbindung; Strategiewahl; Zuliefer-Abnehmer-Beziehungen (search for similar items in EconPapers)
Date: 2004
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DOI: 10.1007/BF03372735

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