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The contingency value of the partner firm's customer assets in a business-to-business relationship

Title
The contingency value of the partner firm's customer assets in a business-to-business relationship
Authors
Oh, YoojinLee, JongkukKim, Namwoon
Ewha Authors
이종국
SCOPUS Author ID
이종국scopus
Issue Date
2018
Journal Title
INDUSTRIAL MARKETING MANAGEMENT
ISSN
0019-8501JCR Link

1873-2062JCR Link
Citation
INDUSTRIAL MARKETING MANAGEMENT vol. 73, pp. 47 - 58
Keywords
Interfirm relationshipMarketing allianceCustomer assetsCustomer satisfactionStock market returns
Publisher
ELSEVIER SCIENCE INC
Indexed
SSCI; SCOPUS WOS scopus
Document Type
Article
Abstract
Customer assets in the form of highly satisfied customers are valuable resources that a firm can use to improve its competitive advantage. While prior research has focused on a firm's own customers, this study investigates the partner firm's customer assets in business-to-business relationships. We argue that the partner firm's satisfied customers are a double-edged sword that may promote or hurt the focal firm's performance. An analysis of newly initiated marketing alliances from 1995 to 2009 supports our argument. Our further analyses suggest important moderators that determine the value of the partner's satisfied customers. Specifically, we demonstrate that partner's customer satisfaction generates more positive returns when the marketing alliance is extended to include research and development activities. When the level of product market relatedness is too high or low, the partner's satisfied customers reduce the focal firm's returns. Also, the partner's satisfied customers are more beneficial in a slowly growing market than in a fast growing market. This study extends the scope of interfirm relationship research by looking at business-to-business relationships as an important route by which to access the partner's customer assets. Our contingency framework provides guidance on how firms can build effectively on an external source of satisfied customers.
DOI
10.1016/j.indmarman.2018.01.020
Appears in Collections:
경영대학 > 경영학전공 > Journal papers
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