Understanding configurations of relational attractiveness of the customer firm using fuzzy set QCA

Toth, Zsofia; Thiesbrummel, Christoph; Henneberg, Stephan C.; Naud�, Peter

Abstract

This study introduces the concept of relational attractiveness of the customer (RAC) which is defined as the attitude of the supplier towards the customer firm in order to maintain and/or to improve an existing business relationship. Social Exchange Theory explains relational exchanges in business markets and provides a configurational logic for RAC. Based on an empirical investigation of the RAC perception of senior managers from 617 supplier companies, this study explores conditions of relational customer attractiveness, including financial and non-financial benefits, costs, trust and dependency. Using a fuzzy set qualitative comparative analysis (fsQCA), the study uncovers different configurations of these conditions that lead to high or low relational customer attractiveness. The results show that financial benefits are present in all configurations leading to high relational customer attractiveness, but other conditions also need to be present.

Citation

Toth, Z., Thiesbrummel, C., Henneberg, S. C., & Naudé, P. (2015). Understanding configurations of relational attractiveness of the customer firm using fuzzy set QCA. Journal of Business Research, 68(3), 723-734. https://doi.org/10.1016/j.jbusres.2014.07.010

• Journal Article Type: Article
• Acceptance Date: Jul 29, 2014
• Online Publication Date: Aug 23, 2014
• Publication Date: Mar 31, 2015
• Deposit Date: Apr 17, 2018
• Journal: Journal of Business Research
• Print ISSN: 0148-2963
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 68
• Issue: 3
• Pages: 723-734
• DOI: https://doi.org/10.1016/j.jbusres.2014.07.010
• Public URL: https://nottingham-repository.worktribe.com/output/1102475
• Publisher URL: https://www.sciencedirect.com/science/article/pii/S0148296314002410?via%3Dihub