(The) sources of customer acquisition and retention in B2B : (the) role of proactive market orientation, technological capabilities, marketing capabilities and satisfactionB2B 환경에서의 고객 취득과 고객 유지의 원천에 대한 연구: 주도적 시장 지향성, 기술역량, 마케팅 역량 그리고 만족의 역할

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The Buyer-Seller relationship is in the spotlights since its core concept changes from a simple transaction to relational exchanges. In this regard, previous studies have emphasized maintaining long-term relationships with customers and improving the relationship quality in order to improve the supplier's business performance. In very recent years, however, rapid environment changes are shaking up the myth about relationship management. Therefore, recent studies are considering the new customer acquisition as well as existing customer retention, especially in the aspects of efficiency comparison. Furthermore, this study approaches a more fundamental question by finding out what factors influence these relational behaviors rather than comparing the two behaviors. Specifically, the purpose of this paper is to find the internal factors that are necessary for a supplier to retain existing customers and acquire new customers at the same time. Therefore, this study suggested the proactive market orientation, technological capabilities, and marketing capabilities as a predisposing factor for the relational behaviors. In addition, the customer retention is affected by antecedents through the satisfaction with existing relationships. This paper presents empirical evidence by examining 261 Korean manufacturing suppliers who engage in B2B. This study revealed that the proactive market orientation has a positive effect on both technological and marketing capabilities. Additionally, this paper analyzes empirically that technological capabilities has a greater impact on the new customer acquisition and marketing capabilities are more closely related to retaining existing customers. These results can be used as a practical guide for suppliers in addition to academic and policy implications.
Advisors
Lee, Eue Hunresearcher이의훈researcher
Description
한국과학기술원 :기술경영학부,
Publisher
한국과학기술원
Issue Date
2017
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 기술경영학부, 2017.8,[iii, 26p :]

Keywords

supplier▼acustomer acquisition▼acustomer retention▼aproactive market orientation▼aorganizational capabilities; 공급기업▼a고객 취득▼a고객 유지▼a주도적 시장지향성▼a기업 역량

URI
http://hdl.handle.net/10203/242907
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=718560&flag=dissertation
Appears in Collection
MG-Theses_Master(석사논문)
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