The deterioration of a business relationship- Typological approach of the customers’ reaction

Abstract : Inter-organisational relationships are sometimes subject to degradation. When incidents arise, and relationship attractiveness decreases, its evolution becomes uncertain. Adopting the supplier perspective, and starting from the idea that the outcome of the degradation process is mainly determined by customers’ reactions, this paper aims to develop a framework helping managers to understand those reactions. We propose that customers’ reactions vary as a function of the nature of the business relationship and the customer commitment when degradation begins. Based on a qualitative case study, a typology of business relationships is presented and it explains the specific reaction that each type of customer is likely to adopt.
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Communication dans un congrès
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https://hal.umontpellier.fr/hal-02089149
Contributeur : Anthony Herrada <>
Soumis le : mercredi 3 avril 2019 - 14:58:37
Dernière modification le : jeudi 6 juin 2019 - 14:42:39

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  • HAL Id : hal-02089149, version 1

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David Vidal, Hervé Fenneteau, Gilles Paché. The deterioration of a business relationship- Typological approach of the customers’ reaction. 23rd IPSERA Conference, Apr 2014, Pretoria, South Africa. ⟨hal-02089149⟩

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