Koistinen, Juha-Pekka

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ABSTRACTSubject International Business Date 18.9.2006Student numberAuthor Juha-Pekka KoistinenNumber of pages 127Title Role of support services in business-to-business relationships – Case: Nordic IDSupervisors D.Sc. (Econ.) Niina NummelaD.Sc. (Econ.) Birgitta SandbergAbstractLong-term customer relationships are becoming very important to several companies. Especiallycompanies operating in business-to-business markets have acknowledged the benefits that can begained from long customer relationships. In business-to-business marketing the importance of closelong-term customer relationships is larger than in consumer marketing. As buyers operating in b-to-b markets make the purchases in order to achieve organizational objectives, they are generallyinterested in the value that can be generated with the equipment rather than only its features. Forexample support services can be used to increase this value. Support services were chosen to be theelement with which to b-to-b relationships are discussed as it has transpired from the literature, thatthe role of support services is becoming increasingly important in b-to-b marketing.The aspects of relationships receiving most interest in this study are the establishment anddevelopment of relationships. The research problem of this study is:• How can support services be used to enhance customer relationships?The research problem is divided into two sub-problems:• How can support services be used in creating new customer relationships?• How can support services be used in developing existing customer relationships?The development of a relationship was discussed using a development stages model. The effect ofsupport services offered by the supplier on the customer relationship was discussed using conceptsof customer value, customer satisfaction, and customer commitment.The theoretical framework was empirically tested by applying it to high-technology b-to-bmarketing context. The empirical research was conducted as a qualitative research by interviewingsix representatives of partners of the case company. The case company in this study was Nordic ID,a Finnish supplier of handheld devices used in wireless automated data capture.On the basis of the research support services were generally found important and very useful increating value for the customer before the purchase, and thus they can effectively used in creatingnew customer relationships at least in this industry branch. The results also indicate thatrelationships develop over time and that the perceived importance of support services is even biggerafter the purchase. Furthermore, customer relationships can to some degree be systematicallydeveloped by using support services. However, besides the support services also other factors areneeded to do this. These factors are social exchange between individuals, information exchange,mutual trust, and long term mutual commitment.Key words Business-to-business marketing, customer relationship, development, support servicesFurtherinformationX   Master´s thesis  Licentiate´s thesis  Doctor´s thesis

Role of support services in business-to-business relationships − Case: Nordic ID

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Role of support services in business-to-business relationships − Case: Nordic ID

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