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A General Model for Understanding Organizational Buying Behavior
Abstract
The authors suggest a model of industrial and institutional buying behavior as an organizational decision-making process. The major dimensions of the model are defined and some implications for marketing strategy are developed.
... On the other hand, Webster (1984) mentioned important models that applied to a wide spectrum of organizational purchases, and identified the most important variables in the process and the relations between them. Among the selected ones are: Sheth (1973), Choffray and Lilien (1978) as well as Webster and Wind (1972). Sheth (1973) in his research on organization purchasing decisions primarily focused on variables describing the behavior of an individual in a purchasing team and the sources of decision conflicts in teams. ...
... The authors of the model emphasized the fact that organizations with similar needs, but with a different composition of the purchasing center, acquire different products due to differences in the behavior of team members. On the other hand, Webster and Wind (1972) developed a model of organization purchasing behavior based on four types of factors: environmental, organizational, group interactions and individual behavior of individuals in a group. These model's author's concur and emphasize that the purchasing behavior of an organization involves a complex process involving many people at various levels of the organization. ...
... They don't necessarily need to be a formally designated entity; rather, they constitute a collection of roles performed by various individuals across different purchases. In the context of business customer purchasing decision processes, there exist five typical roles: user, influencer, decision-maker, buyer, and gatekeeper (Webster and Wind, 1972). Purchasing center members collectively make decisions employing one of several principles: weighted probability, proportionality, unanimity, or acceptability (Choffray and Lilien, 1978). ...
The aim of this study is to compare experience of customers making decisions in teams and individually during the process of purchasing IT software supporting management processes in their organization.The research sample consisted of 114 companies from all over Poland that purchased management-supporting software in the last 3 years. Quantitative research method was used to achieve the adopted research objective. A questionnaire was applied as a research tool, while Manna-Whitney U test - was used to determine differences in experiment levels.This article refers to the models of organizational behavior, paying special attention to group and individual factors that business customer experience. The research results show that the experience of people who decide to purchase software as a team is better at all stages of the decision-making process compared to the experience of people making decisions individually.The collected research material, and, above all, the conclusions drawn from it, contribute to the knowledge about the quality of business customer experience in the IT sector, and outline the differences in the quality of such experience between those making decisions in the organization in a team and in an individual manner.
... Literatüre bakıldığında, Webster ve Wind (1972b), bireysel katılımcıları ve satın alma merkezi üyelerini; Sheth (1973), ürüne ait unsurları, şirkete ait unsurları ve beklentileri; Anderson ve Chambers (1985), rol algılarını ve motivasyonu; Johnston ve Lewin (1996), karar kurallarını, satıcı özelliklerini, grup özelliklerini, bilgisel özellikleri, katılımcı özelliklerini, rol gerilimini, çatışma ve müzakere unsurlarını modellerinde endüstriyel satın alma davranışını etkileyen unsurlar olarak göstermişlerdir. ...
... Satın alma kararları, satıcı ile satın alma kararlarına katkısı olan işletme çalışanlarından ya da üçüncü kişilerden oluşan grup kararları yani satın alma merkezi üyeleri arasında anlaşmaya varılan kararlardır (Ersoy, 2015;Webster ve Wind, 1972b). Satın alma merkezinde, başlatıcı, etkileyici, karar verici, yönlendirici, satın alıcı ve kullanıcı olmak üzere karar sürecinde rol alan altı grup bulunmaktadır (Bovee vd., 1995). ...
... Endüstriyel satın almada ürün/hizmetin teknik özelliği, algılanan risk ve maliyetten ötürü (Webster ve Wind, 1972b) satın alma kararı verebilmek için, alternatif ürün/hizmet ve tedarikçilere ilişkin dikkate değer miktarda bilgiye gerek duyulur (Ersoy, 2015;Kohli, 1989). Ürün/hizmet ve tedarikçilere ilişkin bu bilgi akışı çeşitli kaynaklardan satın alma merkezine gelir. ...
"Examining The Effect of Production Flexibility on The Industrial Buying Process and Suggesting A Supplementary Model"
The purpose of the research is to determine whether there is a relationship between production flexibility, supplier selection, performance, long-term collaboration, and trust. Additionally, the study aims to investigate which aspect among product mix flexibility, volume flexibility, change flexibility, and expansion flexibility has a greater impact on the supplier selection process. The main objective of the research is to explore the influence of 'Production Flexibility' on the functioning of the 'Industrial Purchasing Process' and to contribute to the model of 'Industrial Buyer Behavior' developed by Sheth (1973) by incorporating 'Production Flexibility' into the model.
... Organizational buying has been conceptualized as joint decisionmaking, and studies have distinguished between different organizational roles in the buying process, including influencers, deciders, buyers, gatekeepers, and users (Sheth, 1973;Webster Jr & Wind, 1972a, 1972b. In this context, the buying center refers to all members of an organization who become involved in the buying process for a particular product or service (Robinson et al., 1967). ...
... As our study was delimited to developing a general framework, future research should explore different types of B2B customer journeys, and, for example, develop a robust typology or taxonomy of B2B customer journeys and examine contingencies for particular journey characteristics. Purchasing situations or classes (Webster Jr & Wind, 1972a, 1972b would be a natural starting point for such typologies. Researchers could identify key determinants that can be used to differentiate between journeys of different natures, which can help managers cluster the myriad of potential journeys into entities that are more manageable. ...
Marketing practitioners and consultants have widely adopted the concept of customer journeys for use in analyzing contemporary B2B customer behavior, but despite this concept's potential, research on B2B customer journeys remains in its infancy. This study conceptualizes the B2B customer journey by synthesizing research on customer journeys, B2B purchase processes and buying centers, and business relationships. The study contributes to the extant research by explicating the conceptual underpinnings and core elements of the B2B customer journey, as well as by providing a novel, customer-centric definition of the concept. The developed conceptual framework for B2B customer journeys connects the concept with goal-oriented buying and usage center members , placing equal importance on the purchase and usage stages of the journey and acknowledging its iterative nature and embeddedness in relationships. Thus, the conceptualization offers a comprehensive, up-to-date perspective on B2B customer behavior that is applicable in diverse areas of B2B marketing, such as customer experience management, digital marketing, sales, service management, and service design.
... Strong brands carry with them an associative element that suggests more positive product attributes, which increases purchase interest (Brown, Sichtmann, & Musante, 2011a;Brown, Zablah, Bellenger, & Johnston, 2011b). Given the historical complexities in organizational buying models (Kemp, Borders, Anaza, & Johnston, 2018;Webster & Wind, 1972), researchers contend that B2B brands offer rational decision makers a pathway to finalize purchase decisions in a faster and more emotive way (Blankson & Kalafatis, 2019;Kemp et al., 2018). This notion suggests that branding is indeed a positioning strategy (Blankson, Nkrumah, Opare, & Ketron, 2018). ...
... Notable amongst these models are the Webster and Wind Model, the Sheth Model, and the Johnston and Lewin (1996) Integrative Framework. The Webster and Wind Model is regarded as the most comprehensive organizational buying behavior explanation (Webster & Wind, 1972 based on loyalties and informal relationships between buyers and suppliers. It is also about the creativity of the individual's ability to take risks, be competitive, and problem solve. ...
Despite growing interest in business-to-business branding, there is limited understanding of how B2B brands impact organizational buying decisions in fast-emerging African markets. To address this omission, this study attempts to investigate the role and significance of B2B supplier brands in emerging African economies. Using a qualitative inquiry, we conducted interviews with business-to-business buyers across various sectors of the Nigerian economy. Leveraging insights from these buyers, we offer a comparative analysis of the role of B2B buying practices in African and Western markets and provide a grounded model addressing the role of B2B brands in organizational buying behavior. Findings indicate that the direct role of brands in business-to-business buying is contingent on several factors, including the supplier’s branding strategy, the foreignness or localness of the brand, features of the brand as well as an evaluative process of purchase considerations. Our findings provide a deeper understanding into how brand value is perceived by Nigerian buyers, consequently setting the foundation for suppliers to better comprehend buyers in emerging African markets.
... In terms of the specification of assessment criteria for SS, early literature mainly focused on cost and quality 170 (Webster & Wind, 1972;Narasimhan, 1983). After that, the advent of strategic sourcing let companies began to 171 emphasize total cost of ownership, delivery, flexibility, and service, recognizing the long-term value of supplier 172 relationships (Spekman, 1988;Ellram, 1990). ...
Supplier selection (SS) has emerged as a critical challenge for companies aiming to enhance the operational management of their supply chains, a task that has grown in complexity with the advent of Industry 4.0 and the ongoing digital transformation. Recognizing the gaps in current literature—specifically, the lack of consideration for stakeholders' expectations in guiding SS, as well as the inadequate handling of epistemic and stochastic uncertainties—this paper introduces a multiple-criteria Quality Function Deployment (QFD)-based model for SS. To address epistemic uncertainty, we put forward a novel subjective judgment representation method, which is named as linguistic term set integrated with discrete subjective probability distribution (LTS-DSPD), to enable decision-makers to express their judgments in a manner that is both simpler and more nuanced. Furthermore, we also give the elicitation methods and computing techniques for LTS-DSPD. Then, we integrate stakeholders’ requirements, along with their preferences and expectations for these requirements to inform and guide SS. To effectively operationalize this guidance, we design the QFD-based methods to transform stakeholders' inputs into the assessment criteria for SS, the weights of criteria, and the expectations for the performances of suppliers on each criterion, respectively. To address stochastic uncertainty, we have developed an innovative methodology for characterizing it, and adopt prospect theory to quantify the overall utility of alternative suppliers. The paper concludes with a case study to demonstrate its practical application and effectiveness in streamlining SS process.
... In these systems, a series of external stimuli and internal individual factors combine to trigger individual responses, such as the development of attitudes, learning, or behavioral responses. S-O-R models have been applied extensively in various fields to understand and model the mechanisms involved in the development of, e.g. consumer attitudes and behavior (Howard and Sheth, 1969;Webster and Wind, 1972), academic performance (Fu et al., 2021;Zhai et al., 2020;Zhang et al., 2021) and health care services (Chudhery et al., 2021;Suess and Mody, 2018) but only few examples illustrate the use of S-O-R logic on EE (Duong, 2023). Drawing on a well-known and accepted frame of reference helps specify, organize and communicate the complex relationships and mechanisms existing in EE when it comes to understanding its potential for fostering EM attributes. ...
Purpose
The aim of this paper is to examine the usefulness of the stimulus-organism-response (S-O-R) model for systematizing and further exploring the knowledge of the role of entrepreneurship education (EE) in fostering students' entrepreneurial mindset (EM). Current research studying the EM in an educational setting often fails to conceptualize this mindset and its attributes rigorously and to include epistemological considerations regarding how the authors can know whether a person has developed an EM or not.
Design/methodology/approach
The authors test the S-O-R model by combining it with a critical realist approach to develop a conceptual model for understanding the EM and its development in an educational setting.
Findings
The authors identify eight psychological constructs that represent markers of the EM. The authors further surface the multi-causal characteristic of learning in EE. The authors' model cannot be applied to detect causal relationships, but it is useful in exploring potential causal tendencies and plausible explanations of the mechanisms and circumstances of EE, which may, in concert, potentially foster the psychological attributes associated with an EM.
Originality/value
The paper addresses the often-overlooked epistemological considerations related to how the authors can know anything about psychological and theoretical constructs, such as the EM. A conscious discussion about how the authors can develop knowledge and insight about the EM and how individuals develop it is critical to justify a continued focus on the EM in EE.
... Business-to-business (B2B) buying and selling have evolved from a simple transactionoriented approach to a relationship-oriented one. Webster and Wind (1972) consider "nontask"-related variables like values, emotions and relationships in B2B buying, whereas Sheth (1973) proposes an integrative model highlighting the psychology of individual buyers. The interactions between B2B buyers and sellers started gaining prominence when economies started moving toward experience (Pine and Gilmore, 1998). ...
Purpose
The purpose of this study is to understand customer experience (CX) in business-to-business (B2B) markets through the perspectives of buyer–seller dyads. This study aims to evaluate how customer journey, touchpoints and digital and social media (DSM) influence CX and offer avenues for sellers to align their efforts with buyers’ requirements to create and manage CX.
Design/methodology/approach
Integrating insights of practicing buyers and sellers in the pharmaceutical B2B industry, this study follows the phenomenological approach to understand their experience through their perspectives on the customer journey, touchpoints and DSM.
Findings
The findings of this study include convergence in the perspectives in journey stages, journey enablers, stakeholder involvement, touchpoint preference and DSM’s use. The study findings also include divergence in perspectives in the senior management engagement, journey enablers, selling center involvement, DSM purpose and usage of DSM platforms. These offer opportunities for sellers to align with buyer journey, touchpoints and DSM to create and manage CX.
Practical implications
Sellers in pharmaceutical B2B markets have been dependent on traditional knowledge to influence customer journey and touchpoints and the advent of DSM has enhanced the challenge. To avoid this confusion, sellers need to have clarity of customers’ expectations on the journey, touchpoints and DSM. This enables sellers to allocate their resources better to achieve the desired outcome in CX.
Originality/value
This first-of-its-kind study captured the convergence and divergence perspectives of pharmaceutical B2B buyer–seller dyads from the lens of the uncertainty reduction theory and social penetration theory. The study suggests opportunities for pharmaceutical sellers to create and manage CX.
... The upcoming robot toolkits would provide all the segment level with the lifelong learning opportunities. Table 4 is based on the Organizational Buying Behavior [18] and Marketing Management [19] for clarifying who are users and payers in each segment level. Initial targets are (1) undergraduate students and (2) primary/secondary students in consistent with the above-mentioned Table 2. Based on this priority, the marketing approach is defined. ...
A cross-department research team at Shibaura Institute of Technology (SIT), a Japanese leading engineering institute, has initiated an ambitious project to develop and implement multi-dimensional robotics toolkits which are effective for facilitating engineering education for all generations – from K-12 with no programming knowledge to working professionals – by combining technopreneurship for commercializing robotics learning tools with below US 100 dollar affordability enabled by rapid technological advancement and interdisciplinary engineering education methodology theming robotics as knowledge integration of various
engineering aspects. Moreover, these robot tools are equipped with practical functions to be deployed for earthquake survivor search and rescue by taking advantage of swarm technologies utilizing mesh-net mutual data communication among multiple nodes. Through this project and related research activities, the project team aims to promote solutions for each country’s natural disaster profile by interconnecting the above-mentioned factors, pragmatic social issues, and the global project/problem-based learning (GPBL) method, which the authors are also passionately working to develop. This article also discusses the benefit of starting interdisciplinary robot education in early age, the necessity of an entrepreneurial mind amongst teachers, and the Robotics Learning Roadmap as a whole picture of lifelong learning.
... Before interactions between buyer and seller, CHM conveys both rational and emotional elements, increasing seller attractiveness towards buyers facilitating the first interaction between the parts. As described in the findings, CHM communicates seller solidity, which refers to the ability of the firm to perdure in the market, this element meets rational aspects that buyers are searching for during buying decisionmaking (Webster Jr & Wind, 1972). CHM conveys solidity through tracking records and exposing firm's longevity confirming the findings of Blombäck and Brunninge (2013). ...
Due to the complexity of postmodern markets, firms are developing corporate heritage marketing initiatives to engage in consumer research for emotional ties. Due to its rising relevance in the literature, several aspects of corporate heritage marketing need to be examined in depth, especially within the b2b context. This study explores how corporate heritage marketing supports the initiation phase of the buyer–seller relationship. The originality of this study relies on the fact that, thus far, no studies have discussed the connection between corporate heritage marketing and buyer–seller relationship initiation, a crucial period for the establishment of the business relationship, which in turn has been scarcely investigated in the management literature. The findings suggest that corporate heritage marketing might act as an initiation contributor for the buyer–seller relationship: it facilitates the first contacts between the parties by conveying emotional and rational values that improve seller attractiveness, and the first formal agreement after primary interactions by increasing seller trustworthiness. This study contributes to the corporate heritage marketing and buyer–seller relationship development literature. Relevant managerial implications are also provided, suggesting a simplified model for the SMEs for corporate heritage marketing management along with advice for buyers.
... In this scenario, the organisation that created the buying situation is the organisation that made the decision to buy. According to Webster et al. (1972), organisational buying encompasses all of the activities in which members of an organisation first define the buying situation and then carry out the buying decision by conducting an in-depth analysis of products and services available from a number of different brands and vendors. There have been a great deal of in-depth studies and research projects carried out in the field of sales relationships and the role that they play in securing B2B contracts. ...
Executive summary: The purpose of this paper is to investigate the topic of business-to-business (B2B) sales engagement from the point of view of the relationship that exists between buyers and sellers, as well as the influence that such a relationship has on business engagement. This study also examines business engagement from the viewpoint of social exchange and the significance of this aspect on business relationships. In the field of psychology, social exchange is one of the most frequently discussed topics, and it is highly likely to have an impact on the business relationships and engagements that people have. This study has been cited previously. The total of eighty-five papers. Relevance of the study: The topic of business-to-business sales is one that is constantly being researched and developed. Over the past several years, there has been a steady upward trend in the quality of B2B sales and purchases. When it comes to sustaining long-term engagements with other businesses, the relationship that exists between the buyer and the seller is extremely important. The study of relationships focuses heavily on the phenomenon of social exchange and reciprocity as two of its most important components. We make an effort to research business-to-business relationships using these concepts. Introduction Purchasing from one business by another business is referred to as "business to business" or "organisational buying" and occurs when one organisation purchases goods and services from another business. It is formally defined as a process for solving problems and making decisions, in which one organisation creates a buying situation when it perceives a business problem and understands that the problem could be solved by creating a buying decision. In this scenario, the organisation that created the buying situation is the organisation that made the decision to buy. According to Webster et al. (1972), organisational buying encompasses all of the activities in which members of an organisation first define the buying situation and then carry out the buying decision by conducting an in-depth analysis of products and services available from a number of different brands and vendors. There have been a great deal of in-depth studies and research projects carried out in the field of sales relationships and the role that they play in securing B2B contracts. The idea of engaging in business-to-business sales has undergone consistent development over the course of time and has undergone significant growth in the most recent few decades. Before examining how the process should proceed in the future, we would first like to gain an understanding of how it has developed over time. 1. B2B Sales and Evolution. Selling from one business entity to another in the context of commercial transactions for the purpose of exchanging goods and services is referred to as business-to-business, or B2B, selling. B2B sales have evolved over time. Let us take a moment to review the steps in the process. It is absolutely necessary, as we work towards understanding the development of B2B sales, to track the growth of purchasing function over the course of time.
... The foundations of industrial marketing are established by the works of Robinson et al. (1967), where they conceptualized the types and process of industrial product purchasing, preceding the studies of Webster and Wind (1972) and Sheth (1973) who modeled industrial product purchasing behavior and process (Tektaş, 2011). ...
The study covers the topics of Industrial Markets, Industrial Market Concept and Characteristics, Types of Industrial Markets Industrial Markets' Distinguishing Characteristics, Industrial Marketing, Concept and Definition of Industrial Marketing, Importance of Industrial Marketing, Industrial Marketing Mix, Industrial Marketing Environment, Industrial Marketing Strategies.
... Branding has been under-utilized in the B2B context (Anees-Ur-Rehman & Johnston, 2019; Gustafson & Pomirleanu, 2021) as industrial buying is generally perceived as being rational, and professional (Johnston & Lewin, 1996;Sheth, 1973;Webster & Wind, 1972). The interaction approach (Håkansson, 1982), acknowledged organizational buying decisions are made by individuals who have limited rationality (Patton, 1996) and base decisions on motives such as personal relevance and the ego-related significance of the product being purchased (Gilliland & Johnston, 1997). ...
... The privacy concerns of a buyer differ from those of a consumer due to the nuances of the organizational buying process. Organizational buying tends to involve a procurement department and buying group, take much more time, involve high volume and dollar purchases, require the sharing of sensitive company data, and involve greater risk (Brown, Zablah, Bellenger, & Johnston, 2011;Webster & Wind, 1972). The potential for data loss only adds to buyer privacy risk perceptions since any data breach could not only disrupt daily business functions but affect one's job performance and security. ...
Business-to-business (B2B) research has yet to address managerial concerns about privacy security. Privacy breaches are a growing global epidemic and cause substantial disruptions. Extending work from the consumer domain, this research introduces the notion that buyers have expectations regarding privacy security beyond information protection. They have expectations that include time and space protection as well. This research posits that suppliers often overstep these expectations by misusing buyers' personal information and intruding upon their private time and space. Building on the meeting privacy expectations (MPE) theoretical framework, this research investigates the benefits of suppliers meeting/exceeding privacy expectations. Results from 385 buyers indicate that MPE has a positive effect on privacy trust and satisfaction. MPE plays a critical role in reducing privacy emotional violation which affects outcomes including privacy satisfaction and intentions to do business. Trust in privacy activities helps increase privacy satisfaction and intentions to do business, and bolsters buyer-supplier relationship commitment. The positive impact of MPE persists when testing for only time and space dimensions suggesting the importance of time and space privacy. This research provides several theoretical and managerial contributions.
... It is a process, characterized by successive stages of enactment, selection and retention. What may seem relevant in one situation -e.g. a 'straight rebuy' -may not seem relevant in anothere.g. a 'modified rebuy' or a 'new task' [44]. Actually, may well be completely different. ...
Purpose: To develop a model that shows the different aspects that play a role in decision making in buyer-supplier relations when facing uncertainty. Methodology: Process steps and relevant aspects were distilled from a broad literature review and evaluated in a Mini-Delphi style workshop. Findings: An accumulative three-layered model shows (1) the assumed decision flow of the decision maker’s process under uncertainty; (2) the assumed behavioural aspects affecting this decision flow; (3) manifest variables and latent constructs related to the decision flow. Relevance: The proposed model is designed to be used for surveys and gamification experiments, with relevant operationalised variables made explicit.
... Behavioral intention, defined as the extent to which a person has formulated a conscious plan to do or not do some specified future behavior, has a significant effect on the success of online tutorial applications, which rely on the intention of users to operate effectively and support the learning process of Piksel 11 (1): 105 -122 (March 2023) students or consumers of the online bimbel (Melorose et al., 1985;Webster & Wind, 1996). ...
As the COVID-19 pandemic has disrupted traditional learning methods, many students have turned to online tutoring as a supplementary source of education. This study aims to identify the factors that influence students' intention to use online tutoring applications. Data was collected from 401 student respondents in Jakarta through a questionnaire, and analyzed using smart PLS. The results show that perceived brand orientation, interactive course features, course quality, perceived usefulness, perceived ease of use, and trust all have a significant impact on students' intention to use online tutoring applications. These findings have implications for the design and promotion of online tutoring applications, as well as for policymakers and educators seeking to support student learning in the era of COVID-19.
... It affects employees' productivity. In a business strategy, the customer relationship orientation is fundamental (Webster & Wind, 1972), and customer satisfaction and loyalty will be improved if employees apply the customer-oriented process well. ...
Customer satisfaction has been gaining the attention of researchers hoping to develop a model that integrates different constructs to achieve the satisfaction that leads to customer loyalty. Under the sharing economy paradigm, satisfaction is vital to the development of this disruptive business model. Trust between the consumer and the supplier allows its collaboration, and digital platforms connect the consumer with the supplier by creating a framework of trust around transactions. Producer satisfaction is as important as consumer satisfaction; however, it has not had the necessary attention— hence the need and motivation to develop a two-way review system. Based on the American Customer Satisfaction Index, we propose a cause-effect model for the consumer and supplier, connected by the common trust construct. Based on the literature review and choice of relevant publications, we define a conceptual model that will allow the development of a two-way satisfaction model to serve as a contribution to future satisfaction studies in the sharing economy.
... Perilaku konsumen merupakan tahapan yang dilakukan konsumen dalam memenuhi kebutuhan atau keinginannya atas suatu produk atau jasa. Berdasarkan pendapat pakar mengenai model dan tahapan perilaku konsumen yang telah dikemukan oleh Stern (1962); Kotler (1965); Nicosia (1966); Engel et al. (1968); Howard and Seth (1968); Webster and Wind (1972) Pengakuan atas kebutuhan atau keinginan: Berdasarkan dari faktor ekternal dan faktor internal yang melekat pada setiap individu konsumen, akhirnya terbentuklah pengakuan atas kebutuhan atau keinginan terhadap suatu produk atau jasa. Melakukan pencarian informasi: Setelah adanya pengakuan atas kebutuhan atau keinginan maka konsumen melakukan pencarian informasi terhadap produk atau jasa yang dibutuhkan atau diinginkannya. ...
Perilaku merupakan salah satu bagian dari psikologi dinamis individu yang dapat diidentifikasi dari sebab dan akibat suatu keadaan di lingkungan sekitarnya, terwujud dalam bentuk fantasi, komunikasi, dan aktivitas fisik. Perilaku cenderung berkonsentrasi pada pola perubahan historis tanpa perlu penyesuaian pada tingkat kelompok atau populasi. Perilaku terdiri dari beberapa aspek diantaranya evaluasi, ekspresif, afektif dan eksekutif. Oleh sebab itu perilaku dapat diartikan sebagai reaksi individu terhadap konvergensi fisiologis, sosial, ego, kesan, keyakinan, konsep, selera, preferensi, realitas objektif, dan subjektif.
Ketika memahami perilaku konsumen sering digunakan teori perilaku yang direncanakan sebagai teori dasar. Ketika mengenali perilaku konsumen tidaklah semudah apa yang dibayangkan. Terkadang konsumen menyatakan secara terus terang kebutuhan atau keinginannya, akan tetapi bertindak sebaliknya. Beberapa masalah terkait perilaku yang direncanakan terdiri dari perilaku, niat perilaku, sikap, dan keyakinan. Oleh sebab itu bagi pihak pelaku bisnis dalam meraih konsumen perlu menyiapkan strategi dan kebijakan pemasaran mengenai pengembangan produk, saluran distribusi, harga, periklanan, dan unsur-unsur lainnya.
... Literature on WOM in B2B marketing emerged in the 1970s, when academic scholars paid great attention to industrial buying behaviors and investigated the difference between B2B and B2C marketing strategies (Sheth, 1973;Webster and Wind, 1972). The pioneering works of Martilla (1971) and Webster (1970) revealed that WOM is generated either by internal colleagues (i.e. ...
Purpose
The purpose of this study is to review and analyze the status of word-of-mouth (WOM) research in the business-to-business (B2B) context and discuss and identify new possible future directions.
Design/methodology/approach
A systematic review was conducted and 36 articles on B2B WOM were collected to evaluate the current state of the literature and clarify possible future research directions.
Findings
This thematic analysis categorize these articles into three themes: WOM generation, WOM usage and reference marketing. Under each theme, the authors reveal research findings unique to B2B research and different from business-to-consumer (B2C) WOM research. This study identifies several research questions that should be addressed by future research.
Originality/value
Both academic researchers and business practitioners recognize that WOM plays an essential role in B2B marketing. However, no review paper focuses on WOM in the B2B context. Findings in the B2C WOM literature suggest that WOM substantially influences firms’ performance, but that managers cannot simply attempt to extrapolate B2C findings to the B2B arena. By synthesizing and assessing prior research on WOM in the B2B context, this study contributes to a better understanding of the B2B WOM phenomenon and facilitates future research on this topic.
... For the organization, the buying decision usually involves many people in the buying process influenced by cost, culture, personal preferences (Webster & Wind, 1972). From Burnett (2008), there are five characteristics that mark the organizational buying process: 2.1.1 ...
This study focuses on the use of plastics in hotel room amenities due to the plastic problems around the world and most of the amenities in the hotels are single use plastics. The objective is to study details and types of eco-friendly products that are already being used in hotels, the problem and limitation of using the eco-friendly product, and to suggest new types of eco-friendly amenities products. A qualitative approach has been used with thematic analysis to analyse 5 samples of 4-5 stars hotels in Thailand. From the study shows that most of the hotels consider about the selection of eco-friendly product, organization policy, quality, and price, and every hotels try an approach to use the environmentally friendly product by selection of different material such as biodegradable plastic, paper, non-woven in place of the single use plastic, but there are some of the product that still made by single use plastics. The limitations from using the eco-friendly product are the price, which is much higher than the plastics, the lack of suppliers in the market, the short life span of the eco-friendly product, and the perception of using the eco-friendly product that does not feel much hygiene as the normal product for some guests. The result of the study recommended that 1) Manufacturer should use the raw material that are produced in Thailand rather than import from other countries to reduce the production cost. 2) Government should support the research that is related to eco-friendly product development to improve quality of this kind of product. 3) For the amenities such as shampoo and soap, hotel could use the product from local community enterprise to reduce the cost and to support the community. 4) Manufacturer, distributor, and hotel should care about stop using single use plastic, reduce the unnecessary layered of packaging, labelled the details of the environmentally friendly product onto the product or packaging, and unnecessary plastic amenities can be cancelled or made it be an on-demand option
Ausgehend von einer fundamentalen Gemeinsamkeit der beiden betriebswirtschaftlichen Subdisziplinen Marketing und Personalmanagement – der Mensch im Mittelpunkt – lotet der vorliegende Beitrag anhand ausgewählter Gegenstandsbereiche (Marke, Buying Center) und unter Rückgriff insb. auf eine informationsökonomische Perspektive beispielhaft Verbindungslinien aus. Diese verdeutlichen, dass an der Schnittstelle zwischen Marketing und Personalmanagement ein Forschungsfeld liegt, dessen Erschließung das Personalmanagement insb. bei der Adressierung aktueller Herausforderungen in der Personalgewinnung inspirieren kann.
Die Kunden von Unternehmensberatungen erwarten, dass ihre Problemstellungen zufriedenstellend gelöst werden. Wie darüber hinaus eine Begeisterung und damit loyale Kunden entstehen können, wird in diesem Beitrag untersucht. Hierzu werden aus unternehmensinterner Sicht sowie aus der Perspektive der Kunden Begeisterungsmerkmale identifiziert. Nach Auswertung der Befragung von elf Experten eines Unternehmens sowie von 126 Kunden können insbesondere durch die Nutzbarmachung des Netzwerks der Unternehmensberatung die Kunden begeistert werden. Auf Basis dieser Erkenntnis wird entsprechender Handlungsbedarf für Unternehmensberatungen skizziert. Mit der vorgestellten zweistufigen Vorgehensweise, bei welcher die Kunden erst nach einer internen Analyse befragt werden, wird Unternehmen zusätzlich ein Weg aufgezeigt, wie die Identifizierung von Begeisterungseigenschaften für die eigenen Kunden erfolgen kann.
This interdisciplinary research explored how executives make decisions which shape their career trajectories and sustain their careers. We selected executives so that our sample would consist of decision-makers with sufficient capital resources to support a range of career choices. In our analysis we applied a recent framework of distributed interactive decision-making, which proposes that decisions are shared interactions between personal and contextual agents. We conducted 40 semi-structured interviews with executives who are MBA Alumni of a leading global business school to investigate how they made their career decisions. We conducted thematic analysis using NVivo qualitative analysis software to identify the decision-makers in each decision and their levels of agentic participation. Our results reveal that: (1) (a) executive career decision-making is distributed between the person and a range of active stakeholders in their career context, and (b) stakeholders along with influences together form a decision-making unit (DMU), whose composition changes according to the circumstances; (2) each member of the DMU may participate at a different level in each career decision, along an interactive continuum which ranges from proactive decision-making, driven by the individual, to reactive decision-making, driven by other decision-makers in the career context. These findings have implications for individuals, career counselors and human resource managers: we identify the DMU of various participants in career decisions and their level of active contribution to the decision outcomes, in order to develop sustainable career management strategies and processes. This is original interdisciplinary research, combining and applying recent theories of distributed decision-making for the first time in empirical research into sustainable careers.
The concept of power is an enduring topic in various domains of business-to-business literature. However, the extant research is scattered, and synthesizing approaches are largely missing. This study builds on the concepts of buying and selling center and integrates their inherent focus on individual actors with the conceptualizations of business relationships. The purpose is to increase understanding on buying center-selling center interaction as a driver for power dynamics in buyer-supplier relationships. By analyzing two international business relationships manifesting significant power dynamics, the study contributes by building towards synthesis between individual agents and business relationship concepts, and providing a nuanced and multi-layered approach to power dynamics in business relationships. We present an empirically enriched framework that articulates the key insights learnt from the study. The study provides tools for managers to visualize the threats and opportunities in terms of relationship power when managing key individuals in buyer-seller relationships.
From past tendering history, the identity and aggressiveness of competitors can be studied. The purpose of this research is to model tenders in international telecommunications equipment (TE) markets from historical data, with a view to accurately predicting prices of future tenders. These models are then used to simulate tender strategy alternatives and to recommend the strategy with the best performance against a battery of evaluation criteria.
The sector analysed in this empirical research is telecommunications capital equipment, which is typically purchased by telecommunications operators or enterprises, but normally not by consumers. Each bidder tends to compete worldwide against less than 30 well-identified competitors.
It is essential for the modelling methodology proposed here that every competitor in a current or previous tender can be identified. Then the following modelling methodology is applied:
1) First, the functional form of a general regression model is estimated. These estimations are based on confidential financial data, taken from a collaborating bidder’s financial records, as well as published index data.
2) Utilising a new technique, competitors are then aggregated according to their level of aggressiveness. This technique balances reliability and forecasting quality from small samples. In addition, the technique allows for mutually dependent bidding behaviour among competitors. Steps 2) and 3) comprise the methodological contribution of this research.
3) Next, the factors each aggregated competitor group takes into account when deciding its tenders and their effects on the submitted price are estimated from information of previous tenders. These estimations maximise the likelihood of heteroskedastic weighted-least-squares regressions from small sample sizes and consider ranges of best-performing forecasts, termed BID bands. The established models from this step comprise the building blocks for step 4).
4) Finally, various bidding strategies are simulated by altering parameters of the modelled competitor strategies from step 3) for the fitted values and an optimal bidding strategy is recommended. For this purpose, 125 observations with data from 25 tenders over a 30-month period were gathered.
This research contributes to management practice:
a) by providing the first application of tender strategy modelling in the international TE sector and
b) by developing a new modelling methodology for small sample sizes.
This contribution enables better-informed and –structured managerial decisions in relation to the decision on whether to bid (or not) as well as tender pricing.
Simulations of financial results, flowing from this modelling work, demonstrated the effectiveness of a recommended tender strategy. This new strategy is referred to as bid bands. It significantly improved the collaborating bidder's win ratio (up by 400%), contribution margin (up by 85.7%), revenues (up by 75.8%). In addition, the difference between the submitted bids and the lowest competing bids, referred to as the spread, was minimised to 1.6% on total revenues of USD 209,861,440.
The bid band strategy would typically be deployed in the following way: On receipt of a request to bid, operations and marketing personnel would meet with the systems analyst for the purpose of determining the basic input information pertaining to the tender. Based on this information, marketing management would then prepare a tender response in the customary manner. Simultaneously and independently, this information would also be used as input for the set of models developed in this research. The model outputs would be used by marketing management as an additional piece of information to make a better-informed and more structured decision on the tender price as well as the decision on whether to bid or not, which directly relates to the envisaged contribution to management practice.
Innovative Technologien, wie Künstliche Intelligenz oder „digital humans“, finden rasant Einzug in die Markenkommunikation. Immer mehr Unternehmen setzen auf den Einsatz virtueller Assistenten als Verkaufshelfer im Online-Handel oder zur Unterstützung bei der Beantwortung von Kundenfragen. Das neueste Phänomen in diesem Zusammenhang sind sogenannte virtuelle Models, die gerade als mittels Software erstellte und, mit fiktiven Persönlichkeiten ausgestattete Figuren die Werbewelt erobern. Virtuelle Models können perfekt an die Bedürfnisse einer Marke angepasst und flexibel für Marketingaktivitäten eingesetzt werden. Dabei birgt der Einsatz jedoch auch Risiken, beispielsweise, wenn es um die Authentizität oder die Glaubwürdigkeit der Werbebotschaften virtueller Models geht. Wie virtuelle Models gestaltet sein sollten, um positive Reaktionen auszulösen, ist noch kaum untersucht. Im folgenden Artikel soll zunächst ein Überblick über den Einfluss innovativer Technologien gegeben werden. Danach folgt die Aufbereitung der Literatur zu Konsumentenreaktionen auf verschiedene virtuelle Charaktere und anschließend die Vorstellung einer empirischen Studie des Instituts für Konsum- und Verhaltensforschung in Saarbrücken zur optimalen kontextspezifischen Darstellung virtueller Models.
Derzeit ist in der Kommunikation eine Renaissance des Hörens zu beobachten. Radio oder andere Audio-Quellen waren in der Vergangenheit vorwiegend ein „Nebenbei-Kanal.“ Durch Technologien wie Smart Speaker, Mobile Devices und Kanäle wie Podcasts ändern sich aber sowohl Rezeptionsmöglichkeiten als auch Rezeptionsgewohnheiten. Die Unternehmen Google, Apple, Facebook und Amazon sehen in Audio ein überaus relevantes Zukunftsthema. Die Nutzung von Podcasts steigt denn auch in den letzten Jahren kontinuierlich an, sowohl was die Zahlen von Nutzer:innen als auch was die Nutzungsdauer betrifft. Auch in der Unternehmenskommunikation werden Corporate Podcasts zunehmend eingesetzt. Auffällig ist, dass der steigenden Anzahl von Technologie-Podcasts von Fach-, Wirtschafts- und Nachrichtenmedien bislang nur wenige Corporate Podcast-Formate im B2B-Bereich folgen. Im nachfolgenden Beitrag wird gezeigt, dass Corporate Podcasts die Anforderungen der zentralen Stakeholdergruppe B2B-Entscheider:innen an Selbstbestimmung bei der Auswahl von Kommunikationsangeboten sowie an die gewünschten Funktionen als Wissensressource, als Innovationsressource und als soziale Ressource erfüllen. Zudem werden Corporate Podcasts als Instrument der narrativen Unternehmenskommunikation theoretisch verortet. Sie sind geeignet, zeitraumübergreifende sowie Wertschöpfungs- und Wertsicherungsaspekte integrierende Kommunikationsangebote zu generieren, was über die Konzepte von Content Marketing oder den Ansatz des Storytelling hinausgeht und den Stakeholdern eine Wirklichkeitserzählung als Kommunikationsangebot unterbreitet. Mit dieser Ausrichtung geht die enge Zusammenarbeit, wenn nicht Konvergenz, der bislang getrennten Disziplinen von Marketing, PR und Öffentlichkeitsarbeit in Unternehmen einher. An den Beispielen „Drehmoment“, Corporate Podcast von Danfoss, und „KI-Podcast“, einem von der Hannover Messe in der Sponsoringstrategie genutzten Themenpodcast zu Künstlicher Intelligenz in der Industrie, werden diese Kategorien explorativ überprüft.
Buku Perilaku Konsumen Edisi Pertama ini kami susun
sebagai salah satu upaya kami didalam membantu
mahasiswa didalam meningkatkan pemahaman dan
prestasi yang baik didalam mengambil mata kuliah
Perilaku Konsumen. Dan salah satu upaya yang dapat
dilakukan untuk meningkatkan kualitas pembelajaran
adalah dengan mendesain pembelajaran
Customer satisfaction studies in a business-to-business (B2B) information technology (IT) industry have primarily focused on assessing satisfaction at the project level. However, software organizations are unique due to the complex nature of the supplier-customer relationships; therefore, the requirements of customers at the project and engagement levels are quite different and convoluted. This research identifies the determinants of customer satisfaction in an IT scenario, at an engagement level, and proposes a measurement instrument for the same. Furthermore, the relationships among the various determinants of customer satisfaction and their effect on overall customer satisfaction are investigated using the structural equation modeling (SEM) approach. The SEM model was tested for model fit and adequacy through various indices and measures, thereby confirming the theory behind the proposed model. The present research will help practitioners better understand the relationships among the various elements in customer satisfaction measurement and management in software organizations. This study is perhaps the first of its kind in applying the SEM approach for evaluating customer satisfaction in the B2B IT industry.
Nach der Lektüre dieses Kapitels verfügt der Leser über ein Verständnis über die grundlegenden Ziele und Methoden der Analyse der Mikroumwelt. Er weiß, welche Aspekte bei der strategischen Marktanalyse von Relevanz sind und kann dementsprechend strategisch relevante Märkte abgrenzen, quantitative Marktprofile erstellen und mithilfe passender Methoden eine Marktprognose erstellen. Ergänzend kann er den Markt entlang seines Marktlebenszyklus einschätzen. Er wird in der Lage versetzt, die Industriewertkette zu erstellen und zu analysieren. Außerdem erfährt er, welche Aspekte im Rahmen der Analyse von B2B-Kunden von Relevanz sind und ist dementsprechend in der Lage, das Beschaffungsverhalten der B2B-Kunden mithilfe der passenden Instrumente bzw. Methoden zu analysieren. Darüber hinaus lernt er, B2B-Kunden zu segmentieren sowie die Attraktivität und Zufriedenheit der Kunden zu analysieren. Es wird erklärt, welche Aspekte im Rahmen der Analyse von Wettbewerbern bzw. des eigenen Unternehmens auf B2B-Märkten von Relevanz sind, sodass Wettbewerber auf unterschiedlichen Wettbewerbsebenen bzw. die Stärken und Schwächen des eigenen Unternehmens analysiert werden können.
In diesem Kapitel lernen die Leser, die für die Kommunikationspolitik relevanten Besonderheiten des B2B-Marketings in Abgrenzung zum Konsumgütermarketing zu benennen und sie in Bezug auf die B2B-Geschäftstypen einzuordnen, die Customer Journey für Entscheidungen konsequent zu berücksichtigen, die wesentlichen Zielsetzungen aus Anbieter- und Kundensicht entlang der Phasen der Customer Journey zu unterscheiden und B2B-taugliche Instrumente auszuwählen, Vertrauen, Glaubwürdigkeit und die Vermittlung von Sicherheit als wichtige Entscheidungskriterien auf Kundenseite ebenso zu verstehen und zu berücksichtigen wie emotionale Aspekte der Kommunikation zu deren Unterstützung, die Vielfalt an Kommunikationsaktivitäten integrativ zu betrachten und zusammenzuführen und dabei sowohl organisatorischen als auch inhaltlichen Aspekten Rechnung zu tragen sowie den Nutzen und die vielfältigen Einsatzmöglichkeiten von Marketing-Automation zu erkennen und zu einer strukturierten Einführung im Unternehmen beizutragen.
Industrial Buyer Segmentation: A Psychographic Approach
- Sweeney
Sweeney, "Industrial Buyer Segmentation: A Psychographic Approach," paper presented at the Fall, 1971