Managing Relationships in Business Markets and Role of Information Communication Technologies

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Copyright: 2015
Pages: 25
Source title: Customer Relationship Management Strategies in the Digital Era
Source Author(s)/Editor(s): Süphan Nasır (Istanbul University, Turkey)
DOI: 10.4018/978-1-4666-8231-3.ch004

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Companies can deliver superior customer value through managing their relationships in business markets. Information communication technologies play a critical role in developing effective relationships in business markets. This chapter starts with analysing the nature of relationships in business markets and continues with identifying the determinants of relationship development process in business-to-business markets. Commitment, trust, cooperation, mutual goals, interdependence and power, performance satisfaction, structural bonds, existence of alternatives, adaptation, non-retrievable investments, shared technology, and social bonds are explained as essential determinants for continuation of business relationships. After indicating the significance of value-creating business alliances and networks in customer value creation, main motivations for forming strategic business alliances are outlined. Factors that are critical for the establishment of successful ongoing supplier-customer relationships are also analysed. This chapter ends up with discussing the impact of ICTs on value-creating networks.

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Managing Relationships in Business Markets and Role of Information Communication Technologies

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