haku: @indexterm Conjoint analysis / yhteensä: 133
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| Tekijä: | Wuyts, S. Verhoef, P.C. Prins, R. |
| Otsikko: | Partner selection in B2B information service markets |
| Lehti: | International Journal of Research in Marketing
2009 : MAR, VOL. 26:1, p. 41-51 |
| Asiasana: | business-to-business marketing research industries information service markets conjoint analysis |
| Vapaa asiasana: | partner selection embedded exchange |
| Kieli: | eng |
| Tiivistelmä: | This study examines the impact of selection criteria related with interpersonal interaction on supplier consideration. In particular, it is explored how the importance of these criteria depends on service-related dimensions. This is an experimental study among client firms in the market research industry combining conjoint and btw.-subjects design to lead to many new insights. It is found that 1. good personal relationships are important in the selection of a service provider (herein as: s-pvrd.) and their impact increases if the service offering (here as: s-off./s-offs.) is subjective, and decreases if it is strategically important. 2. enriching the s-off. with advice and interpretation is more important for subjective and for strategically important s-offs., 3. for other selection criteria, there are some interesting differences btw. consideration and choice. Price has a substantive impact on choice alone, whereas a strong brand name is helpful for the s-pvrd. in the consideration stage, only. |
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