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Title: The customer perceived value of sustainability
Authors: Haket, MP
Keywords: customer loyalty
B2B relations
customer perceived value
customer satisfaction
Issue Date: 1-Jul-2016
Publisher: Open Universiteit Nederland
Abstract: The concern for the consequences of our relentless depletion of the earth’s resources is growing on a multitude of levels, yet, we are doing insufficient to change the damage that our current way of conducting business does to the world. Part of the problem is the lack of a coherent consensus regarding the actual effects and possibilities of sustainability on the performance of a company. Despite the increased academic attention for sustainable supply chain management, the body-of-literature regarding this topic is still incomplete, and more research is required. This gap is especially present in the B2B sector, and further testing and developing existing frameworks is required to grow the sustainability and marketing literature in a consistent manner. To investigate these important matters, an empirical research of the B2B customer perceived value of sustainability, and the potential effects on their satisfaction, loyalty and price acceptance, was conducted. Using PLS-SEM, the received data from the cross-sectional, self-administered questionnaire, within the field of electrical and mechanical installations in the Netherlands, was analysed. This field can be specified as an industry that has a relatively high energy-usage, is quite dependent on the human capital, and is consider an important sector for the Dutch economy. Recent years were economically very though for this industry, however, such an economic crisis could agitate change into the ways companies conduct business, address external risk, approach waste et cetera. Sustainability can be the necessary driver to achieve such cost reduction, add more value, or differentiate the installer in the field of E&M installations from the competition. The proposed model has been largely validated and the results of this study provide valuable understanding of the value-adding and differentiating capabilities of sustainability within the investigated B2B context. The possibilities to increase the satisfaction, and subsequently even the loyalty, of the facility manager could result in i.a. better customer retention, more positive word-of-mouth advertising, reduced financial risk, and higher profitability. The installer could use sustainability to gain or increase the loyalty of the facility manager and consequently benefit from the long-term advantages. Furthermore, this study provides further important insight in the role of customer satisfaction as a specific driver to improve sustainability within a particular industry.
Appears in Collections:MSc Management Science

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