Supplier behavior and its impact on customer satisfaction: A new characterization of negotiation behavior

M. Carmen Saorín-Iborra, Gustavo Cubillo

Research output: Contribution to journalArticlepeer-review

12 Scopus citations

Abstract

Many questions of customer/supplier negotiation dynamics remain unanswered. One reason behind this is that most existing models do not entirely reflect the complex relationship between negotiation behavior and the attained outcome of the negotiation process, analyzing the former from a purely dichotomous perspective. This study examines supplier negotiation behavior and how it impacts the outcome (satisfaction) from the customer´s perspective, thereby proposing a new characterization of negotiation behavior. Our analysis is based on a case study of 21 customer/supplier negotiations carried out by four leading supermarket chains in Costa Rica. Evidence supports our proposal that in customer/supplier negotiations, supplier negotiation behavior can include both integrative and competitive actions within the same negotiation, thereby justifying our proposal of different classifications existing within the negotiation continuum. It was also noted that supplier negotiation behavior influences a customer´s perceived satisfaction level. These findings are relevant to both academia and the professional world and can be used to promote better implementation and performance of agreements attained during a negotiation.

Original languageEnglish
Pages (from-to)53-68
Number of pages16
JournalJournal of Purchasing and Supply Management
Volume25
Issue number1
DOIs
StatePublished - Jan 2019

Keywords

  • Case study
  • Customer satisfaction
  • Negotiation behavior
  • Negotiation tactics
  • Supplier behavior

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