B2B relationships on the fast track. An empirical investigation into the outcomes of solution provision

Restuccia, Mariachiara and Legoux, Renaud (2019) B2B relationships on the fast track. An empirical investigation into the outcomes of solution provision. Industrial Marketing Management, 76. pp. 203-213. ISSN 0019-8501

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Abstract

In academic and business literature, suppliers providing solutions to their business-to-business (B2B) customers are often described as achieving increased customer retention, higher sales volumes, and enhanced cross-selling. Yet there is limited empirical evidence to support the positive impact of solutions on these customer-related outcomes. Moreover, it is unclear whether suppliers obtain similar outcomes from buyers at different relationship life-cycle stages. This paper aims to address these two gaps and tests the contingency role of the relationship life-cycle in driving future customer outcomes. It proposes that there is a positive effect for solutions provided to recent customers (labeled as “accelerator” role) rather than to established ones (labeled as “leverage” role). Results from a longitudinal analysis of the sales database of a North American company providing solutions to its customers empirically support the “accelerator” role of solutions.

Item Type: Article
Keywords: Solution provision; Customer relationship life-cycle; Business-to-business marketing
Schools and Departments: School of Business, Management and Economics > Business and Management
Related URLs:
Depositing User: Mariachiara Restuccia
Date Deposited: 27 Sep 2018 10:03
Last Modified: 02 Jul 2019 13:20
URI: http://sro.sussex.ac.uk/id/eprint/78652

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