Customer-Perceived Value in Long-Term Buyer–Supplier Relationships: The General B2B Insurance Sector
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Thaichon, P
Nguyen Thanh, PV
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Abstract
This article explores the role of customer-perceived value in long-term buyer–supplier relationships. This article aims to identify what creates value for organizational customers, particularly in the field of professional business-to-business (B2B) general insurance services. On the integrated grounds of customer relationship theory in marketing and the resource-based view in strategic management, qualitative research, coupled with interviews, was conducted to explore insights from various representatives of different Vietnamese general insurance firms. The findings suggest that reliability, risk coverage, reputation, technology, interpersonal skills, and technical skills are the six most important types of resources that insurance companies should possess to enhance customer-perceived value.
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Services Marketing Quarterly
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40
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1
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Commercial services
Marketing