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Customer solutions in the capital goods industry: Examining the impact of the buying center

Lookup NU author(s): Professor Markus Blut

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Abstract

Based on in-depth interviews with customers, this study explores the customers' view of relevant solution criteria in the capital goods industry. Our research examines (1) whether the initial four-process conceptualization of customer solutions also holds for this industry, or whether it has to be extended and (2) which criteria of the customer solution matter the most for each member of the buying center. This study reveals that customers purchasing solutions in the capital goods industry expect the provider to be excellent in terms of six customer/supplier relational processes, namely (1) customer requirements definition, (2) customization and integration of goods and/or services, (3) their deployment, (4) post-deployment support, (5) signaling activities, and (6) inter-process management. Moreover, we found that the relevance of these processes differs across the most important members of the buying center (users, buyers, and deciders) due to their specific organizational function.

Publication metadata

Author(s): Tollner A, Blut M, Holzmuller H

Publication type: Article

Publication status: Published

Journal: Industrial Marketing Management

Year: 2011

Volume: 40

Issue: 5

Pages: 712-722

Print publication date: 01/07/2011

ISSN (print): 0019-8501

ISSN (electronic): 1873-2062

Publisher: Elsevier Inc.

URL: http://dx.doi.org/10.1016/j.indmarman.2011.06.001

DOI: 10.1016/j.indmarman.2011.06.001

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