Search results for "b2b"
showing 10 items of 39 documents
How to increase company loyalty: using relational variables and sustainable practices to segment the maritime transport sector
2022
Intense competition in goods transportation has highlighted theimportance of understanding customers’interests in order to designsuccessful relationship strategies. This study proposes, through asegmentation approach, to identify customer groups based on theirperceptions of sustainable practices and relational variables abouttheir main transport supplier. From a sample of 122 companies, amultiple correspondence analysis was carried out. The results showthat there are three groups of customer companies, which corres-pond to a high, low, and medium relational and sustainabilityapproach. The identified segments are also significantly different interms of time of operation in the maritime secto…
CRM in the digital age: implementation of CRM in three contemporary B2B firms
2015
Purpose – The purpose of this study was to contribute to the current discussion on digitization in companies’ marketing from a customer relationship management (CRM) perspective by examining the role and objectives of CRM and the exploitation of social media to serve the objectives of CRM in contemporary business-to-business (B2B) companies. Design/methodology/approach – The data are collected through semi-structured themed interviews with key marketing/sales managers from three B2B firms. Findings – CRM seems to be moving closer to the company’s core activity and becoming everybody’s business to a greater extent than ever before, but its main goal, to enhance customer relationships, will …
Intention to use mobile customer relationship management systems
2014
Purpose – The purpose of this paper is to investigate the behavioral intentions of business-to-business (B2B) sales managers to use mobile customer relationship management (CRM) systems in the course of their day-to-day activities. Design/methodology/approach – An extended Technology Acceptance Model (TAM) of mobile CRM system adoption is developed and tested with data from 105 international sales managers representing five B2B companies. Findings – The study extends the TAM framework with three additional constructs derived from mobile technology and sales force automation literature, namely personal innovativeness in the domain of IT, perceived risk, and perceived reachability. The model…
The effect of marketing communication on business relationship loyalty
2017
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…
Advancing value-based selling research in B2B markets : A theoretical toolbox and research agenda
2023
Value-based selling (VBS) has become an increasingly important selling practice in contemporary business-to-business (B2B) markets, but currently most VBS studies are limited to exploratory and descriptive case studies. Therefore, the purpose of this paper is to develop a theoretical toolbox that provides a foundation for more theory-driven research on VBS and thereby advances both the theoretical and managerial understanding of VBS. Specifically, we consider equity theory, framing theory, mental accounting, social exchange theory, signaling theory, agency theory, game theory, and institutional theory in terms of their implications for VBS. We provide a brief overview of each theory and its…
Value co-creation process and measurement in 4.0 SMEs: An exploratory research in a B2B marketing innovation context
2021
The purpose of this exploratory research is to contribute to the lack of empirical research exploring techniques and protocols that can be used to measure the level of value obtained from using these technologies in the various marketing processes and in a business-to-business (B2B) context. By doing so, firms operating in fast changing dynamic environments can develop the right means to continuously adapt, integrate, reconfigure, and redeploy resources and capabilities to become more competitive and disruptive in their offerings. The phenomenon of interest is described by applying a case study qualitative approach to three 4.0 companies which use virtual reality (VR)/augmented reality (AR)…
La tutela del contraente debole nella platform economy dopo il Regolamento UE 2019/1150 e la Direttiva UE 2019/2161 (c.d. Omnibus)
2020
The article summarise the main legal issue related to the protection of users of online service providers in the light of Reg. EU 2019/1150 and Dir. EU 2019/2161
La disciplina giuridica delle piattaforme online per la ristorazione
2022
The paper investigates the legal issues concerning online platform for restaurants. A coherent regulatory framework of these platforms is proposed, considering the P2B and B2C relationships involved in their activities, with a focus on the protection of food choices and personal data entered by users. While for the P2B issues the European legislation lay down by Reg. EU n. 1150/2019 and the previous Dir. 2000/31/EC on electronic commerce is involved; the B2C issues are discussed considering the regulation on unfair commercial practices provided by Dir. n. 2005/29/EC and, specifically, Reg. EU n. 1169/2011 on food information. As regards the privacy issues of the platform customers, the GDPR…
Value co-creation and satisfaction in b2b context: a triadic study in the furniture industry
2020
Research on Value co-Creation (VcC) has been more extensive in B2C (business-to-consumer) than in B2B (business-to-business) and mainly for service contexts, under dyadic approaches (supplier&ndash
Following the Money: Revenue Stream Constituents in Case of Within-firm Variation
2014
The idea of this paper stems from the perception that the concept of revenue stream requires clarification and further division to be applicable to businesses with high internal variation in their methods of capturing revenue. Current study sets out to investigate the concept of revenue stream through an overview of previous literature and a case study to demonstrate how revenue streams of a b2b (business-to-business) software service firm can be analyzed by elaborating the concept further. The aim is to answer the following research questions: 1) What are the relevant constituents of the revenue stream concept within a b2b software services firm? 2) How revenue stream as part of the busine…