Skip to main content
SpringerLink
Log in
Book cover

Business Relationship Management and Marketing pp 57–84Cite as

Repeat Purchasing in Business Relationships

  • Chapter
  • First Online:

Part of the book series: Springer Texts in Business and Economics ((STBE))

Abstract

As a basis for successful business relationship management and marketing, managers need to understand the reasons for which customers keep on buying from the same supplier. This chapter uncovers those reasons based on the generic concept of a market transaction. To forego a transaction, the customer needs to perceive a customer benefit. In business relationships this customer benefit may come from either the elements of the exchange (as in spot market transactions) or from the bonds with a particular supplier. Both aspects are discussed in detail. Furthermore, the author takes the position of the supplier and describes how different contracting options can help its endeavors to bind the customer. The chapter is rounded off with the different phases of a business relationship and how the customer’s purchasing behavior may change over time.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD   54.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

References

  • Axelrod, R. (1987). Die Evolution der Kooperation (W. Raub & T. Voss, Trans.). München: Basic Books, Inc.

    Google Scholar 

  • Blache, R., Damiani, E., Frühling, J. M., & Kraus, H.-J. (2005). Aktives kundenbeziehungsmanagement der Deutschen Bank. In M. Bruhn & C. Homburg (Eds.), Handbuch Kundenbindungsmanagement (5th ed., pp. 723–742). Wiesbaden: Gabler.

    Chapter  Google Scholar 

  • Bliemel, F., & Eggert, A. (1998). Kundenbindung. Marketing—Zeitschrift für Forschung und Praxis, 20(1), 37–46.

    Google Scholar 

  • Blomqvist, K. (1997). The many faces of trust. Scandinavian Journal of Management, 13(3), 271–286. doi:10.1016/S0956-5221(97)84644-1.

    Article  Google Scholar 

  • Brown, S. P. (1995). The moderating effects of insupplier/outsupplier status on organizational buyer attitudes. Journal of the Academy of Marketing Science, 23(3), 170–181. doi:10.1177/0092070395233002.

    Article  Google Scholar 

  • Bruhn, M. (2001). Relationship Marketing—Das Management von Kundenbeziehungen. München: Vahlen.

    Google Scholar 

  • Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68–81. doi:10.2307/1251817.

    Article  Google Scholar 

  • Diller, H. (1996). Kundenbindung als Marketingziel. Marketing—Zeitschrift für Forschung und Praxis, 18(2), 81–94.

    Google Scholar 

  • Diller, H. (2005). Kundenwirtschaft—Schlüsselaufgabe für erfolgreiche Marktbearbeitung. Arbeitspapier Nr. 127 des Lehrstuhls für Marketing der Universität Erlangen-Nürnberg, Nürnberg.

    Google Scholar 

  • Diller, H. (2007). Grundprinzipien des Marketing (2nd ed.). Nürnberg: WiGIM.

    Google Scholar 

  • Dittrich, S. (2000). Kundenbindung als Kernaufgabe im Marketing: Kundenpotentiale langfristig ausschöpfen. St. Gallen: Verlag Thexis.

    Google Scholar 

  • Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer–seller relationships. Journal of Marketing, 51(2), 11–27. doi:10.2307/1251126.

    Article  Google Scholar 

  • Eggert, A., Ulaga, W., & Schultz, F. (2006). Value creation in the relationship life cycle: A quasi-longitudinal analysis. Industrial Marketing Management, 35(1), 20–27. doi:10.1016/j.indmarman.2005.07.003.

    Article  Google Scholar 

  • Eisenächer, H. (2005). Fallstudie Lufthansa—Profitable Kundenbeziehungen durch Kundenbindung. In M. Bruhn & C. Homburg (Eds.), Handbuch Kundenbindungsmanagement (5th ed., pp. 743–764). Wiesbaden: Gabler Verlag.

    Chapter  Google Scholar 

  • Foscht, T., & Swoboda, B. (2004). Käuferverhalten. Wiesbaden.

    Google Scholar 

  • Göbel, E. (2002). Neue Institutionenökonomik: Konzeptionen und betriebswirtschaftliche Anwendungen. Stuttgart: Lucius & Lucius.

    Google Scholar 

  • Günter, B. (1979). Die Referenzanlage als Marketing-Instrument. Zeitschrift für betriebswirtschaftliche Forschung, 31, 145–151.

    Google Scholar 

  • Hentschel, B. (1990). Die Messung wahrgenommener Dienstleistungsqualität mit SERVQUAL. Marketing–Zeitschrift für Forschung und Praxis, 12(4), 230–240.

    Google Scholar 

  • Hippner, H., Martin, S., & Wilde, K. (2001). Customer relationship management. Wirtschaftswissenschaftliches Studium, 31(8), 417–422.

    Google Scholar 

  • Hippner, H., & Wilde, K. (2005). Informationstechnologische Grundlagen der Kundenbindung. In M. Bruhn & C. Homburg (Eds.), Handbuch Kundenbindungsmanagement (5th ed., pp. 463–499). Wiesbaden: Gabler.

    Chapter  Google Scholar 

  • Homburg, C., & Krohmer, H. (2003). Marketingmanagement (3rd ed.). Wiesbaden: Gabler.

    Book  Google Scholar 

  • Jacob, F. (2002). Geschäftsbeziehungen und die Institutionen des marktlichen Austauschs: Deutscher Universitätsverlag.

    Google Scholar 

  • Jacob, F. (2009). Marketing–Eine Einführung für das Master-Studium. Stuttgart.

    Google Scholar 

  • Kaiser, M. O. (2005). Erfolgsfaktor Kundenzufriedenheit: Dimensionen und Messmöglichkeiten (2nd ed.). Berlin: Schmidt Erich Verlag.

    Google Scholar 

  • Kleinaltenkamp, M., & Jacob, F. (2006). Grundlagen der Gestaltung des Leistungsprogramms. In M. Kleinaltenkamp, W. Plinke, F. Jacob, & A. Söllner (Eds.), Markt- und Produktmanagement—Die Instrumente des Business-to-Business-Marketing (2nd ed., pp. 3–82). Wiesbaden: Gabler.

    Google Scholar 

  • Kotler, P., & Bliemel, F. (2001). Marketing-Management (5th ed.). Stuttgart.

    Google Scholar 

  • Krafft, M. (1999). Der Kunde im Fokus—Kundennähe, Kundenzufriedenheit Kundenbindung- und Kundenwert? Die Betriebswirtschaft, 59(4), 511–530.

    Google Scholar 

  • Linke, R. (2006). Kundenbindung durch spezifische Investition. Wiesbaden.

    Google Scholar 

  • Macaulay, S. (1963). Non-contractual relations in business. American Sociological Review, 28(1), 55–67.

    Article  Google Scholar 

  • Macneil, I. R. (1978). Contracts—Adjustment of long-term economic relations under classical, neoclassical, and relational law. Northwestern University Law Review, 72, 854–907.

    Google Scholar 

  • Meffert, H. (2000). Marketing (9 Auflth ed.). Wiesbaden: Gabler.

    Google Scholar 

  • Meffert, H. (2005). Kundenbindung als Element moderner Wettbewerbsstrategien. In M. Bruhn & C. Homburg (Eds.), Handbuch Kundenbindungsmanagement (5th ed., pp. 145–166). Wiesbaden.

    Google Scholar 

  • Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research (JMR), 29(3), 314–328.

    Article  Google Scholar 

  • Osgood, C. (1959). Suggestions for winning the real war with communism. Journal of Conflict Resolution, 3(4), 295–325.

    Article  Google Scholar 

  • Petermann, F. (1996). Psychologie des Vertrauens. Göttingen: Hogrefe, Verlag für Psychologie.

    Google Scholar 

  • Plinke, W. (1991). Investitionsgütermarketing. Marketing—Zeitschrift für Forschung und Praxis, 13(3), 172–177.

    Google Scholar 

  • Plinke, W. (1997). Grundlagen des Geschäftsbeziehungsmanagements. In M. Kleinaltenkamp & W. Plinke (Eds.), Geschäftsbeziehungsmanagement (pp. 1–62). Berlin: Springer.

    Chapter  Google Scholar 

  • Plinke, W. (2000). Grundlagen des Marktprozesses. In M. Kleinaltenkamp & W. Plinke (Eds.), Technischer Vertrieb—Die Grundlagen des Business-to-Business Marketing (Vol. 2, pp. 3–98). Berlin: Springer.

    Google Scholar 

  • Plötner, O. (1995). Das Vertrauen des Kunden, Relevanz, Aufbau und Steuerung auf industriellen Märkten. Wiesbaden: Gabler.

    Google Scholar 

  • Plötner, O., & Jacob, F. (1996). Customer Integration und Kundenvertrauen. In M. Kleinaltenkamp, S. Fließ, & F. Jacob (Eds.), Customer Integration–von der Kundenorientierung zur Kundenintegration (pp. 105–119). Wiesbaden.

    Google Scholar 

  • Preß, B. (1997). Kaufverhalten in Geschäftsbeziehungen. In M. Kleinaltenkamp & W. Plinke (Eds.), Geschäftsbeziehungsmanagement (pp. 63–110). Berlin: Springer.

    Chapter  Google Scholar 

  • Pritzl, R., & Lauer, A. (2003). Kundenbindung und Loyalitätsmanagement. In D. Fink (Ed.), Management Consulting Fieldbook (2nd ed., pp. 333–368). München.

    Google Scholar 

  • Reichheld, F. F. (1993). Loyalty-based management. Harvard Business Review, 71(2), 64–73.

    Google Scholar 

  • Schoch, R. (1969). Der Verkaufsvorgang als sozialer Interaktionsprozess. Winterthur: Verlag Hans Schellenberg.

    Google Scholar 

  • Söllner, A. (1993). Commitment in Geschäftsbeziehungen. Wiesbaden: Gabler.

    Book  Google Scholar 

  • Stauss, B. (1991). Kundendienstqualität als Erfolgsfaktor im Wettbewerb. Thexis, 8(2), 47–51.

    Google Scholar 

  • Stauss, B. (2006). Grundlagen und Phasen der Kundenbeziehung—Der Kundenbeziehungszyklus. In H. Hippner & K. Wilde (Eds.), Grundlagen des CRM, Konzepte und Gestaltung (2nd ed., pp. 422–442). Wiesbaden.

    Google Scholar 

  • Steffenhagen, H. (2004). Marketing (5th ed.). Stuttgart.

    Google Scholar 

  • Weiber, R., & Adler, J. (2003). Der Wechsel von Geschäftsbeziehungen beim Kauf von Nutzungsgütern—Das Beispiel der Telekommunikation. In M. Rese, A. Söllner & P. Utzig (Eds.), Relationship Marketing (pp. 71–103). Berlin et al.

    Google Scholar 

  • Weinberg, P., & Terlutter, R. (2005). Verhaltenswissenschaftliche Aspekte der Kundenbindung. In M. Bruhn & C. Homburg (Eds.), Handbuch Kundenbindungsmanagement (5th ed., pp. 41–65). Wiesbaden.

    Google Scholar 

  • Williamson, O. (1990). Die ökonomische Institution des Kapitalismus—Unternehmen, Märkte, Kooperationen. Tübingen.

    Google Scholar 

  • Williamson, O. E. (1979). Transaction-cost economics: The Governance of contractual relations. Journal of Law & Economics, 22(2), 233–261. doi:10.1086/466942.

    Article  Google Scholar 

  • Zeithaml, V., Berry, L., & Parasuraman, A. (1988). Communication and control process in the delivery of service quality. Journal of Marketing, 52(2), 35–48.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. ESCP Europe, Berlin, Germany

    Frank Jacob

Authors
  1. Frank Jacob
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Frank Jacob .

Editor information

Editors and Affiliations

  1. Freie Universität Berlin, Berlin, Germany

    Michael Kleinaltenkamp

  2. European School of Management and Technology, Berlin, Germany

    Wulff Plinke

  3. Freie Universität Berlin, Berlin, Germany

    Ingmar Geiger

Appendix

Appendix

1.1 Exercises

  1. 1.

    What are the different levels of an exchange that can be considered the source of repeat purchasing behavior in business relationships? Which repeat purchasing behavior is more resistant to competition?

  2. 2.

    Explain the term “Customer Relationship Management” (CRM) and clarify its effect as an ancillary service on the customer benefit. What are the different dimensions of CRM?

  3. 3.

    Explain how specificity and satisfaction can act as switching barriers in business relationships!

  4. 4.

    Define the term satisfaction. Which factors impact the occurrence of satisfaction in business relationships?

  5. 5.

    What does the confirmation/disconfirmation paradigm imply?

  6. 6.

    Name and explain the central components and correlations of the GAP model according to Zeithaml et al. (1988)!

  7. 7.

    What are the essential differences between repeat purchasing behavior based on satisfaction and specific resources and repeat purchasing behavior based on core and ancillary services?

  8. 8.

    How is trust established in business relationships?

  9. 9.

    Which types of contracts do you know about? What are the main differences between the various types of contracts?

  10. 10.

    Explain the phases that business relationships can go through. What are the characteristics of the phases?

  11. 11.

    Which approaches to dynamic consideration of business relationships do you know?

Rights and permissions

Reprints and permissions

Copyright information

© 2015 Springer-Verlag Berlin Heidelberg

About this chapter

Cite this chapter

Jacob, F. (2015). Repeat Purchasing in Business Relationships. In: Kleinaltenkamp, M., Plinke, W., Geiger, I. (eds) Business Relationship Management and Marketing. Springer Texts in Business and Economics. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-43856-5_3

Download citation

Publish with us

Policies and ethics

Search

Navigation