Business Commons^™

Gauging The Effect Of Buyer Vs. Seller Initiation Of Customer Value Creation On Buyer Loyalty In Large B2b Sales Relationships, George Talbert, Earl D. Honeycutt Jr., Subhashish Samaddar

Engaged Management ReView

This study addresses two central questions: Is it important to determine whether the salesperson or the buyer initiates value creation in large business-to-business (B2B) selling environments? Furthermore, does the mode of initiation – buyer or seller – later influence customer attitudes toward the sales interaction? Value creation is necessary for large B2B sales situations because customized solutions often are required to meet customer needs. This empirical study compares buyer and seller initiators of value creation in B2B dealings and analyzes which actor most positively affects customer perceptions. In a study of 142 senior-level managers at buyer organizations

who participated in …

Increasing Software As A Service (Saas) Customer Retention: Do Intangible Factors Matter?, Jim Schleckser

Engaged Management ReView

This topic paper examines whether intangible customer relationship factors drive customer retention for a subscription-based software business. My analysis is based on a review of peer-reviewed articles that focus on renewal intent for subscription-based offerings. Subscription-based offers can include a range of products, from enterprise software to IT support to streaming video services. My findings indicate that intangible relationship factors are essential to the renewal intent of subscription-based software. Intangible relationship factors are not directly related to the product but do affect relationship quality, including social factors like trust and technical aspects like knowledge transfer. A company focused on customer …