Repeat Purchasing in Business Relationships

Frank Jacob ()
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Frank Jacob: ESCP Europe

Chapter 3 in Business Relationship Management and Marketing, 2015, pp 57-84 from Springer

Abstract: Abstract As a basis for successful business relationship management and marketing, managers need to understand the reasons for which customers keep on buying from the same supplier. This chapter uncovers those reasons based on the generic concept of a market transaction. To forego a transaction, the customer needs to perceive a customer benefit. In business relationships this customer benefit may come from either the elements of the exchange (as in spot market transactions) or from the bonds with a particular supplier. Both aspects are discussed in detail. Furthermore, the author takes the position of the supplier and describes how different contracting options can help its endeavors to bind the customer. The chapter is rounded off with the different phases of a business relationship and how the customer’s purchasing behavior may change over time.

Keywords: Customer Relationship Management; Exchange Relationship; Business Relationship; Market Transaction; Ancillary Service (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-662-43856-5_3

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DOI: 10.1007/978-3-662-43856-5_3

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