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Die triadische Zerlegung der Kundenbindung
Wie unternehmensgebundene Treue, vertretergebundene Treue und Kundennutzen finanzielle Ergebnisse im B2B-Kundenstamm treiben.
| Beziehungsfaktor | Zahlungsbereitschaft (WTP) | Verkaufseffektivität | Organisches Umsatzwachstum (Querschnitt) | Organisches Umsatzwachstum (Längsschnitt) | Latentes finanzielles Risiko |
|---|---|---|---|---|---|
| Unternehmensgebundene Treue (FOL) | b = 0,18 (t = 3,30, p < 0,001) | b = -0,02 (ns) | b = -0,05 (ns) | b = 0,06 (ns) | b = -0,03 (ns) |
| Vertretergebundene Treue (SOL) | b = 0,11 (t = 2,01, p < 0,05) | b = 0,26 (t = 4,02, p < 0,001) | b = 0,16 (t = 2,78, p < 0,01) | b = 0,14 (t = 1,86, p < 0,10) | b = 0,62 studienspezifischer Pfad (t = 7,86, p < 0,001) |
| Wahrgenommener Kundennutzen | b = 0,25 (t = 4,80, p < 0,001) | b = 0,05 (ns) | b = 0,24 (t = 4,31, p < 0,001) | b = 0,15 (t = 1,93, p < 0,10) | b = 0,01 (ns) |
| Erklärte Varianz (R²) | R² = 0,15 | R² = 0,07 | R² = 0,09 | R² = 0,06 | R² = 0,38 |
Bei breiten Tabellen horizontal wischen oder scrollen.
Referenz & Evidenz
Quelle: Daten aus Palmatier, Scheer & Steenkamp (2007), Tabelle 3 (S. 191).
Jede Zeile ist eine geprüfte Aussage aus dem Prüfregister des Journals, beim Build aus dem Register aufgelöst. Das Register wird auf Englisch geführt.
- A The design is dyadic and triadic: "In a study of 362 buyer"-"salesperson dyads using triadic data (from buyer, salesperson, and sales manager)", and the construct is new: "only salesperson-owned loyalty, a newly identified construct, directly affects the more tangible seller financial outcomes of sales growth and selling effectiveness" Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C1 - A The contrast is between the two loyalties, in the authors' words: "only salesperson-owned loyalty, a newly identified construct, directly affects the more tangible seller financial outcomes of sales growth and selling effectiveness" Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C3 - A Salesperson-owned loyalty predicted cross-sectional sales growth at 0.16 and longitudinal growth at 0.14, and Table 3 prints the path: "Salesperson-owned loyalty → sales growth to the customer .16" Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C5 - A Firm-owned loyalty predicted willingness to pay a price premium at 0.18, printed in Table 3 as "Loyalty to the selling firm → customer willingness to pay a price premium", .18 Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C6 - A Firm-owned loyalty predicted selling effectiveness at −0.02, not significantly; Table 3 prints "Loyalty to the selling firm → selling effectiveness –.04" for the cross-sectional model Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C7 - A Firm-owned loyalty predicted cross-sectional growth at −0.05 and longitudinal growth at 0.06, neither significantly: "Loyalty to the selling firm → sales growth to the customer –.05" Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C8 - A Firm-owned loyalty predicted latent financial risk at -0.03, not significantly Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C9 - A Salesperson-owned loyalty predicted willingness to pay a price premium at 0.11, the weaker of the two premium paths: "Salesperson-owned loyalty → customer willingness to pay a price premium", .11 Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C10 - A Value received by the customer predicted willingness to pay a price premium at 0.25: "Value received by the customer → customer willingness to pay a price premium", .25 Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C11 - A Value received predicted cross-sectional sales growth at 0.24 and longitudinal growth at 0.15: "Value received by the customer → sales growth to the customer .24" Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C13 - A Value received predicted latent financial risk at 0.01, not significantly Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C14 - A The study used triadic data, in the abstract's own words: "In a study of 362 buyer"-salesperson dyads using "triadic data (from buyer, salesperson, and sales manager)" Palmatier, Scheer & Steenkamp (2007), p. 188 ·
PSS07-C15 - A Variance explained, verbatim from the table: "R2 (customer willingness to pay a price premium) .15", and the risk equation is the best-explained one at "R2 (selling-firm latent financial risk) .38" Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C16
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Verwandte Abbildungen
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Die Segment-zu-Entscheidung-Karte
Aus dem Beitrag Ein Segment ist real, wenn sich eine Entscheidung ändert
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Die Ursachenmatrix der Quotenerreichung
Aus dem Beitrag Quotenerreichung hat mehr als eine Ursache
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Kommerzielle Due Diligence: Treue-Eigentümerschaft prüfen
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