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Managing buyer experience in a buyer–supplier relationship in MSMEs and SMEs
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Nripendra Rana
Annals of Operations Research
Swansea University Authors:
Yogesh Dwivedi , Nripendra Rana
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© The Author(s) 2022. This article is licensed under a Creative Commons Attribution 4.0 International License.
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DOI (Published version): 10.1007/s10479-022-04954-3
Abstract
Monitoring buyer experience provides competitive advantages for suppliers as buyers explore the market before reaching a salesperson. Still, not many B2B suppliers monitor their buyers’ expectations throughout their procurement journey, especially in MSMEs and SMEs. In addition, the inductive resear...
| Published in: | Annals of Operations Research |
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| ISSN: | 0254-5330 1572-9338 |
| Published: |
Springer Science and Business Media LLC
2022
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| Online Access: |
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa60961 |
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| Abstract: |
Monitoring buyer experience provides competitive advantages for suppliers as buyers explore the market before reaching a salesperson. Still, not many B2B suppliers monitor their buyers’ expectations throughout their procurement journey, especially in MSMEs and SMEs. In addition, the inductive research on evaluating buyer experience in buyer–supplier relationships is minimal, leaving an unexplored research area. This study explores antecedents of buyer experience during the buyer–supplier relationship in MSMEs and SMEs. Further, we investigate the nature of the influence of extracted precursors on the buyer experience. Firstly, we obtain the possible antecedents from the literature on buyer–supplier experience and supplier selection criteria. We also establish hypotheses based on transaction cost theory, resource-based view (RBV), and information processing view. Secondly, we employ an investigation based on the social media analytics-based approach to uncover the antecedents of buyer experience and their nature of influence on MSMEs and SME suppliers. We found that buyer experience is influenced by sustainable orientation, management capabilities (such as crisis management and process innovation), and suppliers’ technology capabilities (digital readiness, big data analytical capability). |
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| Keywords: |
Buyer experience, Buyer–supplier relationship, Big data analytics, Small and medium enterprises, Social media, Machine learning, Text mining |
| College: |
Faculty of Humanities and Social Sciences |
| Funders: |
This research received no specific grant from any funding agency. Open Access funding provided by the Qatar National Library. |