Exploring the Phenomenon of Customers' Desired Value Change in a Business-to-Business Context

Increasingly, organizations are pushed to adopt customer value strategies in order to grow profits and ensure long-term survival. Yet little is known about the dynamic nature of how customers perceive value from suppliers. The authors present findings from a grounded theory study conducted in a busi...

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Bibliographic Details
Published in:Journal of marketing 2002-10, Vol.66 (4), p.102-117
Main Authors: Flint, Daniel J., Woodruff, Robert B., Gardial, Sarah Fisher
Format: Article
Language:English
Subjects:
Business to business commerce
Competition
Competitive advantage
Consumer research
Corporate strategies
Customer relationship management
Customer satisfaction
Customer services
Customers
Design engineering
Economic value
Grounded theory method
Market strategy
Marketing
Marketing management
Purchasing
Studies
Suppliers
Theory
Value added
Vendor supplier relations
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Summary:Increasingly, organizations are pushed to adopt customer value strategies in order to grow profits and ensure long-term survival. Yet little is known about the dynamic nature of how customers perceive value from suppliers. The authors present findings from a grounded theory study conducted in a business-to-business context that sheds light on the nature of customers' desired value change and related contextual conditions. The authors discover that the phenomenon of customers' desired value change typically occurs in an emotional context, as managers try to cope with feelings of tension. The phenomenon extends well past the change itself into strategies customers use to motivate suppliers to meet their changed needs. Customers' value change provides a reason for customers to seek, maintain, or move away from relationships with suppliers.
ISSN:0022-2429
1547-7185
DOI:10.1509/jmkg.66.4.102.18517