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Partner selection in B2B information service markets

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  • Wuyts, Stefan
  • Verhoef, Peter C.
  • Prins, Remco

Abstract

This study investigates the impact of selection criteria associated with interpersonal interaction (such as good personal relationships) on supplier consideration. More specifically, it examines how the importance of these criteria depends upon service-related dimensions. This is an experimental study among client firms in the market research industry, which combines a conjoint and between-subjects design to lead to several new insights. First, while good personal relationships play an important role in the selection of a service provider, their impact increases if the service offering is subjective in nature, but it decreases if it is strategically important. Second, enriching the service offering with interpretation and advice is more important for subjective as well as for strategically important service offerings. Third, as to other selection criteria, the study results show some interesting differences between consideration and choice. Price has a substantive impact on choice alone, while a strong brand name is helpful for the service provider only in the consideration stage.

Suggested Citation

  • Wuyts, Stefan & Verhoef, Peter C. & Prins, Remco, 2009. "Partner selection in B2B information service markets," International Journal of Research in Marketing, Elsevier, vol. 26(1), pages 41-51.
    • Handle: RePEc:eee:ijrema:v:26:y:2009:i:1:p:41-51
    DOI: 10.1016/j.ijresmar.2008.07.008
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    Cited by:

    1. Worm, Stefan & Srivastava, Rajendra K., 2014. "Impact of component supplier branding on profitability," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 409-424.
    2. Rod Mccoll & Yann Truong & Antonella La Rocca, 2019. "Service guarantees as a base for positioning in B2B," Post-Print hal-02326105, HAL.
    3. Zongshui Wang & Hong Zhao & Yan Wang, 2015. "Social networks in marketing research 2001–2014: a co-word analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 105(1), pages 65-82, October.
    4. Dong, Songting & Ding, Min & Huber, Joel, 2010. "A simple mechanism to incentive-align conjoint experiments," International Journal of Research in Marketing, Elsevier, vol. 27(1), pages 25-32.
    5. Leeflang, Peter, 2011. "Paving the way for “distinguished marketing”," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 76-88.
    6. Wei, Ruiqi & Wang, Xinchun & Chang, Yu, 2021. "The effects of platform governance mechanisms on customer participation in supplier new product development," Journal of Business Research, Elsevier, vol. 137(C), pages 475-487.
    7. Homburg, Christian & Allmann, Jan & Klarmann, Martin, 2014. "Internal and external price search in industrial buying: The moderating role of customer satisfaction," Journal of Business Research, Elsevier, vol. 67(8), pages 1581-1588.
    8. Hong-Youl Ha, 2020. "Exploring the Effects of Trust and Its Outcomes in B2B Relationship Stages: A Longitudinal Study," Sustainability, MDPI, vol. 12(23), pages 1-14, November.
    9. Homburg, Christian & Klarmann, Martin & Schmitt, Jens, 2010. "Brand awareness in business markets: When is it related to firm performance?," International Journal of Research in Marketing, Elsevier, vol. 27(3), pages 201-212.
    10. En Xie & Mike Peng & Wenhong Zhao, 2013. "Uncertainties, resources, and supplier selection in an emerging economy," Asia Pacific Journal of Management, Springer, vol. 30(4), pages 1219-1242, December.
    11. Aletta Sophia Tolmay, 2018. "An Investigation Into the Personal Interaction Items Which Best Explain the Variation in Trust Within Automotive Supply Chains," International Journal of Information Systems and Supply Chain Management (IJISSCM), IGI Global, vol. 11(2), pages 77-91, April.
    12. Prince, Melvin & Kwak, Lynn & Priporas, Constantinos Vasilios, 2019. "The Diogenes Effect in retail buyer information processing," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 164-172.

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