Determining the Purchase Situation: A Comprehensive View on Customer Behaviour
Hartmann E, Ritter T, Gemünden HG (2004)
Publication Type: Journal article
Publication year: 2004
Journal
Publisher: Henry Stewart Publications
Book Volume: 3
Pages Range: 335-349
Journal Issue: 3
DOI: 10.1362/147539204323366426
Abstract
Customer behaviour has moved to the agenda of suppliers' senior management reflecting an increasing strategic attention to benefits that can be gained from management of and cooperation with customers. However, these benefits can only be achieved if the seller's suggested interaction mode matches the purchasing situation of the customer because different approaches are suitable for different purchase situations, i.e. for the specific circumstances the buying firm is in. In this paper, different classification models of purchase situations are analysed in order to identifying the underlying dimensions. Based on a literature review, the authors group the indicators in four dimensions. Then by combining these dimensions an overall integrated classification model is developed.
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APA:
Hartmann, E., Ritter, T., & Gemünden, H.G. (2004). Determining the Purchase Situation: A Comprehensive View on Customer Behaviour. Journal of Consumer Behaviour, 3(3), 335-349. https://dx.doi.org/10.1362/147539204323366426
MLA:
Hartmann, Evi, Thomas Ritter, and Hans Georg Gemünden. "Determining the Purchase Situation: A Comprehensive View on Customer Behaviour." Journal of Consumer Behaviour 3.3 (2004): 335-349.
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