Heuristics in customer‐supplier interaction |
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| Institution: | 1. University of Florence, Florence, Italy;2. University of Lugano - USI, Lugano, Switzerland;3. BI Norwegian Business School, Oslo, Norway;4. University of Perugia, Perugia, Italy;1. University of Economics in Katowice, ul. 1 Maja 50, 40-287 Katowice, Poland;2. Faculty of Economics, University of Ljubljana, Kardeljeva pl. 17, 1000 Ljubljana, Slovenia;1. Department of Marketing, CERS — Centre for Relationship Marketing and Service Management, Hanken School of Economics, PO Box 479, FIN-00101 Helsinki, Finland;2. Department of Marketing, Stockholm Business School, Stockholm University, Roslagsvägen 101, Building 7, SE-106 91 Stockholm, Sweden;1. Karlsruhe Institute of Technology, Kaiserstraße 89 (IBU, Building 05.20), 76133 Karlsruhe, Germany;2. University of Amsterdam, Amsterdam Business School, Plantage Muidergracht 12, 1018 TV Amsterdam, Netherlands;1. Department of Marketing, Lancaster University Management School, Lancaster LA1 4YX, UK;2. Department of Marketing and Strategy, Stockholm School of Economics, P.O. Box 6501, S-113 83 Stockholm, Sweden;1. Norwegian Business School, Department of Marketing, Oslo, Norway;2. Queen Mary University of London, Business Ecosystems Research Group, UK;3. Norwegian Business School, Department of Strategy, Oslo, Norway;4. Manchester Business School, UK;5. Marketing Department, University of Western Australia, Perth, Australia |
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| Abstract: | In customer-supplier relationships individuals representing respective companies interact to solve a number of adaptive problems and how the relationships will develop depends on the solutions they jointly devise. Their interactive meetings are characterized by conditions of limited time, information, and processing capacity that render extensive information gathering and analytical cognitive elaboration impracticable and lead the individual actors to adopt behaviors based on rules and heuristics. In this paper, we review the extant literature on heuristics in management and present the findings of an exploratory study on the use of heuristics in interactions in customer-supplier relationships. We found that preparing for meetings and during them actors use six sets of heuristics. Heuristics used in interaction during the meetings concern the degree of adaptation to the specific counterpart, how to react to unexpected developments, and a general code of conduct. In preparing for meetings, heuristics are used to define the information to collect, its sources, and how to use it. Our study suggests heuristics used are personal, originate in both organizational norms and personal experience, and are seldom shared with others. |
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