Drivers of contract renewal over time: a framework of analysis in B2B services

IF 3.7 Q2 BUSINESS

Journal of Strategic Marketing Pub Date : 2023-10-04 DOI:10.1080/0965254x.2023.2257704

Paul Williams, Nicholas J. Ashill, Earl Naumann

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引用次数: 0

Abstract

Despite the wealth of research into Business-to-Business customer relationships, there are a number of gaps in the literature, where most studies have used cross-sectional research designs. In this study, we explored customer relationships over a three-year period, using data from a large Fortune 100 industrial services provider. Our longitudinal research design compared the drivers of customer satisfaction and contract renewal decisions over time, and provides a holistic framework for viewing customer relationship drivers and their effects at an aggregate level. While some drivers were quite stable, others changed significantly between quarters. The main implications of this study are that firms should closely manage their supplier–customer relationships by tracking the drivers over time to enable service responsiveness to changing customer needs. From a theoretical perspective, the data also indicate that researchers should be cautious in drawing concrete conclusions from cross-sectional studies, as many drivers are dynamic over time. Future researchers are encouraged to develop more longitudinal research designs.

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随着时间的推移，合同更新的驱动因素:B2B服务中的分析框架

尽管对企业对企业客户关系的研究非常丰富，但在文献中存在许多空白，其中大多数研究都使用了横断面研究设计。在这项研究中，我们利用一家大型财富100强工业服务提供商的数据，研究了三年的客户关系。我们的纵向研究设计比较了客户满意度和合同更新决策的驱动因素，并提供了一个整体框架，用于在总体水平上观察客户关系驱动因素及其影响。虽然一些驱动因素相当稳定，但其他驱动因素在不同季度之间发生了显著变化。本研究的主要含义是，公司应该通过跟踪驱动因素来密切管理他们的供应商-客户关系，以使服务响应不断变化的客户需求。从理论的角度来看，数据还表明，研究人员在从横断面研究中得出具体结论时应谨慎，因为许多驱动因素随着时间的推移是动态的。鼓励未来的研究者进行更多的纵向研究设计。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Strategic Marketing BUSINESS-

CiteScore

9.20

自引率

7.30%

发文量

期刊介绍： Journal of Strategic Marketing publishes papers on key aspects of the interface between marketing and strategic management. It is a vehicle for discussing long-range activities where marketing has a role to play in managing the long-term objectives and strategies of companies. The objectives of the Journal are as follows: 1.To bridge the disciplines of marketing and strategic management, and to address the development of knowledge concerning the role that marketing has to play in the management of strategy. 2.To provide a vehicle for the advancement of knowledge in the field of strategic marketing and to stimulate research in this area. 3.To consider the role of marketing as an orientation of management at the strategic level of organizations.