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.
Keywords: Partner
selection, Embedded exchange, Consideration and choice, Conjoint experiment, B2B
marketing, Marketing research industry
Author(s): Stefan Wuyts , Peter C. Verhoef , Remco
Prins
Source: Intern. J. of Research in Marketing 26 (2009) 41–51
Subject: مدیریت بازاریابی
Category: مقاله مجله
Release Date: 2011
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Intern. J. of Research in Marketing 26 (2009) 41–51