0000000000293953
AUTHOR
Nora Hänninen
Environmental values and customer-perceived value in industrial supplier relationships
This study addresses a gap in the research on supply channel management by integrating environmental values and value creation in the context of buyer-supplier relationships. This study has two objectives: (i) to explore the environmental values structure of industrial customers, and (ii) to test the effect of environmental values on overall value perceptions. The effect of customer's environmental values on the supplier's environmental image and customer-perceived value is tested with structural equation modeling using the PLS method. The empirical analysis is based on a global sample of industrial companies that have a high impact on the environment (n = 121). Key findings of this study a…
Environmental values in industrial marketing relationships
Concern for the natural environment has become an issue that virtually all companies have to address. Literature suggests that an environmentally oriented marketing strategy, such as an environmental brand image, yields competitive advantage for the supplier in the form of improved customer outcomes and financial performance. At the same time, key barriers to environmental purchasing are found to be related to higher perceived cost and lack of environmental interest among purchasing professionals. In addition, research has repeatedly revealed a gap between customers’ environmental values and attitudes and their manifestation in purchasing behavior. This dissertation contributes to the inter…
The effect of marketing communication on business relationship loyalty
Purpose The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (n=121) col…