Exploration of Factors Influencing the Customers' Motivation in Buyer-Supplier Relationships on Industrial Markets

To gain a competitive advantage on industrial markets, suppliers need to understand what motivates their customers to collaborate in long-term buyer-supplier relationships. Therefore, this paper presents (i) a literature-based model of a 12-part industrial customers’ motivation profile, and (ii) empirical findings from an explorative survey of 118 decision makers in the purchasing departments of firms in the technology sector. The results indicate that, “the optimum value for money”, “the holistic problem-solving capability of the suppliers and their high degree of performance” and “the good assistance in economically hard times in the past, which has led to a feeling of gratefulness” are all of great importance to industrial customers for building and maintaining relationships