Relationship Marketing and the Orientation Customers Require of Suppliers

Increasingly firms are being encouraged to move away from traditional, transactional marketing towards building long-term relationships with customers. The majority of the literature examines the benefits to suppliers of adopting this philosophy. It was decided, therefore, to examine whether the interacation between customer requirements of the marketing style exhibited by their suppliers and customers’ perception of style delivered by suppliers might influence service quality satisfaction. To examine possible interactions, a mail survey of 500 .small UK manufacturing firms was undertaken to determine perceptions of services provided by accountants. The survey tool used two new scales developed specifically to measure requirements and perceptions of relationship marketing style. Service quality satisfaction was rneasured in relation to overall expectations versus perceptions, reliability, responsiveness, assurance, empathy and tangibility. Applying ANOVA to the responsiveness from 141 firms suggests that service quality satisfaction will be highest where there is convergence between the marketing style required of a supplier and a customer's perception of the style exhibited by the supplier: The implications of these findings in relation to the need for further research are discussed.     

Employee satisfaction and long-run shareholder returns

This study empirically tests whether there are differences in the employee satisfaction premium among people- and possession-processing service firms, information-processing service firms, and goods-producing firms. The employee satisfaction premium is measured using the long-run abnormal returns of firms with high employee satisfaction ratings, adjusted for industry and size effects. Results show that the employee satisfaction premium is higher for information-processing services than for people- and possession-processing services. There is no significant difference between people- and possession-processing service firms and goods-producing firms. This finding suggests that employee satisfaction may create higher value for shareholders when it is realised through information-processing services rather than people- and possession-processing services.     

Business strategies and the small professional firm: Evidence from the conveyancing market

This paper examines the use of business strategies by firms of solicitors in England. Although still often seen as the epitome of the traditional profession, recent deregulation and liberalisation of the legal services market has forced solicitors to consider the use of more business-like approaches to the operations of their firms. Using the framework provided by John Kay, it is possible to identify distinctive capabilities among some firms in the provision of conveyancing, despite the fact that this is a relatively routine service provided mainly by small professional firms. The use of reputation is crucial here. Analysis of the conduct of sample firms suggests that business strategies can be identified with respect to pricing and advertising, and that the advertising behaviour of law firms closely matches the predictions of relevant economic theory. The paper concludes that it is meaningful to speak of strategy among at least some small professional firms.     

Crossing Industry Borders: German Manufacturers as Services Exporters

Manufacturing firms increasingly engage in service trade activities. Microlevel data show that German manufacturers accounted for nearly 30 billion euros of service exports in 2005. I have found that particular construction, engineering and R&D services are exported. The machinery industries, motor vehicles and chemicals producers dominate the overall pattern. The types of services exported vary strongly across industries. Service exports of advertising, data processing, management and R&D services are found to likely support foreign affiliates of firms. However, these headquarter services are only infrequently observable. Much more important are construction and engineering services exported by machinery firms. These might represent installation and maintenance services complementing exported machinery. R&D services exports generally represent the transfer of knowledge and technology, which is found to be particularly relevant for motor vehicle producers. Beyond the support of foreign production of firms, R&D services might be relevant also in R&D cooperations of firms or when firms have partnerships with foreign suppliers or buyers of intermediate products.     

The Internationalization Process of Services Firms

Abstract

The internationalization of services firms has not received enough attention in the literature; most studies focus on manufacturers. In order to obtain a better understanding of how services firms enter foreign markets, this study investigates the internationalization process of two Brazilian services firms using a theoretical framework from the Uppsala Model of Internationalization, the Stages Model of Internationalization and other theoretical insights from the literature. Specifically, the study looks at to what extent the internationalization process of these firms follows the patterns suggested in the literature and whether there are remarkable differences when compared to manufacturing firms.     

Small local firms inside the supply chain: Challenges and perspectives

The authors provide the results of an empirical research carried out in north-east Italy and completed in 1992, which was aimed at investigating the rapport between large manufacturers operating on the multidomestic and global markets and the small local supplying concerns. This research identifies that the globalization process has had a strong impact in the relations with suppliers. The purchasing firms have adopted a particular approach when selecting the suppliers. This has involved widening their previous geographic areas of contact, even making use of foreign sources. Consequently, the local micro units either will become excluded from future business relations with the purchasing organizations, or will be relegated into lower levels of the supply chain. Today small and very small units working as suppliers with direct link with large-scale clients, face many challenges: they should now renew their know-how and skills, develop a new managerial and organizational sense, and recognise the need to invest in new forms other than machinery and processes. The empirical study clearly showed both the limits and the structural weakness of such small units and provided some indications for growth in their technical-productive potential.     

Balancing the sequential logic of quality constructs in manufacturing-supplier relationships — Causes and outcomes

Manufacturers in business markets are experiencing a strong trend towards close versus distant relationships with suppliers. Three key relationship constructs in academic research are trust, commitment, and satisfaction. Although the relevant literature holds some evidence that trust and commitment are antecedent to satisfaction, the possibility that satisfaction plays a key mediation role between trust/commitment and other important outcomes (i.e., coordination, cooperation, and continuity) receives scant examination. This study tests this conceptual model by examining the relationships between manufacturers and suppliers. A random sample of small-to-medium-sized Norwegian manufacturers was contacted by phone in order to identify potential key informants. Shortly thereafter, a total of 581 surveys were mailed to the key informants. Two hundred and twelve surveys were returned, representing a response rate of 36.5%. Results support the conceptual model presented; trust and commitment relate positively to satisfaction; and satisfaction, in turn, relates positively to all three outcomes of coordination, cooperation, and continuity.     

Wal-Mart: Supplier performance and market power

This research seeks to further the understanding of the relationship between Wal-Mart and its suppliers. 1988-1994 demonstrates Wal-Mart's market power in relation to manufacturers [Bloom PN, Perry, VG. Retailer power and supplier welfare: the case of Wal-Mart. Journal of Retailing 2001; 77( 3): 379-396.]. Wal-Mart suppliers for that period had lower profits than non-suppliers, which indicate a dependency model of market power when suppliers give concessions to a stronger retailer in order to obtain or maintain the relationship. Wal-Mart's dramatic growth and increasing marketing power since the 1988-1994 period offer an opportunity to retest previous findings and further the understanding of a major retailer's strategy for managing suppliers through the use of the strategic profit model. Initial results indicate that gross margin is significantly less for Wal-Mart suppliers than non-suppliers indicating pricing concessions and a dependency model of market power. However, a fixed-effects model controlling for unobservable firm characteristics such as strategic choice suggest that Wal-Mart suppliers are self-selecting or are implicitly pre-screened such that Wal-Mart suppliers have a low-cost strategy and choose lower returns as a market strategy. Findings indicate that small firms do experience a dependency model in that they have lower gross margin, lower operating income, and higher turnover. However, considering fixed-effects for these firms, small manufacturers experience only higher turnover as a result of doing business with Wal-Mart, thus indicating more of a partner-type model of market power.     

Transaction Costs and standardisation in professional services to small business

In the market of business services the easier segment of large business is being saturated. Therefore, suppliers of business services must seek to cater to the growing but more difficult segment of small business, if their growth is to be maintained. With appropriate extensions, Transaction Cost Economics can facilitate understanding of the nature of the difficulty involved. Due to effects of scale in transaction costs it is relatively more expensive to provide services tailored to the individual smaller firm. Standardisation of services may be required to make access to this market viable. The question arises whether such standardised methods should be stimulated by the government. To see how this issue is perceived by suppliers of various business services, a survey was conducted on a sample of 1,000 firms, with a response of 30%. The issue of economies of scale in transaction costs did emerge, but was not universally perceived as a problem. Many respondents confirmed the need for standardised modules. Opinions were sharply divided on the issue whether the government should step in to promote standardisation across suppliers.Cluster analysis shows that respondents fall neatly into a number of classes that conceptually and statistically are highly distinct. Just over half of the respondents were clearly against government intervention, and about one third of these (radical market proponents) were of that opinion even though they granted that the scale issue constituted a problem of access to the small business market. Just under half of the respondents clearly favoured government intervention, and about half of those (radical interventionists) were of that opinion even though they saw no great problem of access due to problems of scale, or were hesitant about that problem. Accountancy firms tended to be in favour of intervention, and business consultants tended to be against. The government might explore the matter further with accountants, while leaving the business consultants alone.     

Customer Satisfaction with Consumption Systems

ABSTRACT

Purpose: This research examines how satisfaction toward a product and its associated services offered together by a single provider jointly affects behavioral intentions toward the provider.

Design/methodology/approach: In this study, empirical tests were conducted using longitudinal data spanning 5 years from a multinational company that offers both products and associated services as part of a consumption system to their customers.

Findings: Results show a joint congruent effect of product and services satisfaction on behavioral intentions is linear and positive. It appears that offering great service cannot compensate for less-than-adequate satisfaction toward the product. The results further highlight decreasing customer sensitivity to improvements in both sources of satisfaction and imply that focusing on too high levels of one type of satisfaction for their customers can actually be counterproductive for firms.

Research Limitations: Our model was tested using the data obtained from a single firm. Future research could test this model with data from multiple firms in various different industries and establish broader generalizability to the findings.

Practical Implications: Findings provide managers with insights on how to allocate resources across product and service spaces and to manage product and services revenues over time. Results also indicate that customer behavioral intention ratings are more weighted on product quality over the service received by them. However, mere improvements in the product cannot provide the highest desired results and therefore quality improvements in the product need to be complemented by improvements in service quality.

Originality/Value: There is a rapid emergence of the phenomenon of manufacturers providing both products and services as an integrated consumption system to their customers. While the provision of both product and service subsystems by the same firm leads to certain synergies, there are obvious costs to the development of new service capabilities and coordination with existing product capabilities. Our research intends to address this issue.     

Implementation of technology and relationships to supply chain performance: apparel manufacturers' perspectives

Apparel manufacturers operate within a distribution channel with suppliers, retailers and consumers. In a competitive market, apparel manufacturers, in transactions with retailers, must make changes. These changes have potential to affect the supply chain and consequently to add or reduce value of products for the retailer. This study investigated changes in products and services associated with implementation of new technologies. A two-stage design used both a qualitative study and a quantitative study. The qualitative study with 10 industry personnel was used to develop the change variable. The quantitative study had US apparel manufacturers (n = 105) respond to a mailed survey about changes their firms had experienced. Findings indicated that implementation of Quick Response (QR) technologies when moderated by the demographics of fashion level, seasonality, and price point of the product did correspond with changes in product offerings and customer services.     

Does only size matter in the use of knowledge intensive services?

Knowledge intensive services (KIS) have a key role in the creation and commercialisation of new products, processes and services. They are fundamental as carriers and creators of both technological and organisational innovation. Furthermore, the availability to firms of KIS in their surroundings positively affects their ability to innovate and contribute to the regional development. Nevertheless, a little is known about the factors that explain, why some firms use these services (technological advice, applied research, strategic consultancy, engineering, etc.) more frequently than other firms. This article, reporting from a database of more than 2,000 firms and with the use of binary models, analyses the factors that explain the use of KIS by small and medium-sized firms. Specifically, the services supplied by technological centres with the purpose of improving regional innovative potential are examined. The results show, in a similar way to the most consistent conclusions of the available studies, that demand for services increases with the size of the user firms. Spatial proximity between the user and the supplier of the KIS also seems to be a relevant factor. Other variables such as age, sector, innovation level and exports are also examined.      

The Development of a Scale Measuring Consumers' Selection of Retail Banks in Ghana

The current research attempts to investigate the use of the two sources of dealers' soft channel power (i.e., expert power and referent power) as a means of achieving three desirable channel relationship outcomes in Zimbabwe's channel of distribution system. The field study is conducted in Harare and Chitungwiza, and research data are collected from 447 small and medium-size enterprise (SME) manufacturers. Dealers' expert power and referent power are found to be important sources of channel power that positively influence SME manufacturers' trust, relationship commitment, and relationship satisfaction. It is concluded that managers in dealers' firms can improve their channel relationships with SME manfacturers if they acquire or enhance their expert power and referent power.     

Doing good and doing business at the bottom of the pyramid

There is an ongoing debate among scholars regarding the existence of a fortune at the bottom of the income pyramid. While some scholars argue that there is a profitable market at the pyramid base, others refute this proposition, arguing that targeting poor people as customers could lead to unethical business practices and further their exploitation. With the aid of mini cases, this article explains that there is indeed a fortune to be made at the base of the pyramid but that good fortune can be created for both corporations and poor people if the population at the bottom of the pyramid is treated as suppliers, producers, co-owners, and/or employees rather than as mere consumers. However, in terms of consumers, there is a market for firms at the base of the pyramid through which they can earn profits and simultaneously help eradicate poverty, mainly by lowering the cost structure for poor people. In other words, firms that can reduce poverty and provide cost-effective utilitarian goods and services to poor people have more to gain from such individuals than those firms that provide more luxurious goods and services or offer goods with mere aesthetic or emotional value. With the help of mini cases, this article explains four measures firms can use to create fortunes for themselves as well as for poor customers by avoiding affordability and adaptability traps.     

The perceived usefulness of knowledge supplied by foreign client networks

The network surrounding a firm's foreign clients has large influence on its ability to act in the market. How firms can utilize the knowledge supplied by client networks is therefore of great importance to their business with clients. Many studies show the usefulness of foreign clients and suppliers, whereas less attention has been given to the usefulness of knowledge supplied by clients’ network, such as clients’ clients, clients’ supplementary suppliers and competitors to the firm. This study contributes to international business research on networks by investigating the knowledge supplied by client networks for a firm doing business with a specific foreign client on a sample of 494 firms. A LISREL analysis demonstrates that knowledge supplied by client networks is more useful the more experienced the firm. Client networks are also more useful the more knowledge the firm has of its client, the more the firm needs knowledge of its clients and suppliers, the higher the cost of the client relationship, and the more standardized the product. A major conclusion is that the client network knowledge is more useful the further a firm's collaboration with the client, presumably as a result of the new, and more embedded business that the firm develops with the client. Implications are that client networks are resources that can be important competitive advantages for the internationalizing firm.     

The Marketing of Professional Services

The recognition by professional services firms of the need to become marketing-orientated and apply marketing techniques is of recent origin. Yet their need to identify, anticipate and satisfy client requirements profitably, rather than passively wait for clients to request their services, is overwhelming. The professional services provided by such specialists as accountants, advertising agents, banks, computer consultancies, consulting engineers, and management consultants are highly people intensive. Consequently, there is more room for individual discretion, eccentricity, delay and error. This article argues that professional services companies can systematically plan the marketing of their services so that they can provide value satisfactions that will create and keep their clients and produce profits.     

Explaining supplier-buyer partnerships: a dynamic game theory approach

Car manufacturers are introducing new purchasing policies in the European automotive industry. Aggregation of parts to form complete prefabricated systems is becoming the prominent way for suppliers to increase their competitiveness. This change implies new organizational arrangements between car manufacturers and suppliers to reflect a new relationship between traditionally adversarial firms. Using a game-theoretic approach, we emphasize, in this paper, that a partnership can only be accomplished, when the present uncertainty between the car manufacturer and the supplier can be drastically reduced. We show through a dynamic game construct and a case study how trust between suppliers and assemblers can be forged.     

Inter-firm learning and knowledge-sharing in multinational networks: An outsourced organization's perspective

This research provides insights into how learning and knowledge are exchanged multinationally between customer firms and their outsourced suppliers who provide non-core, yet essential, services. The paper seeks to understand: (1) how information is exchanged in these networks; (2) how cumulative knowledge adds value in these networks; and (3) how boundary-spanners assist in the dissemination of knowledge and learning within the network. Based on a pharmaceutical industry case, the results suggest that: (a) multinational firms operate more effectively and interact by sharing knowledge with outsourced firms which reflect the customers' structure and fit; (b) networked firms benefit from interactions through economies of scope, but knowledge is not necessarily shared equally among partners; (c) learning and knowledge-sharing interactions are tightly coupled at the product development stage; and (d) outsourced firms interact with external boundary-spanners as needed. The research provides insights for managers of multinational organizations and managers of firms from where essential services are outsourced.