LOGISTICIANS AS MARKETERS: THEIR ROLE WHEN CUSTOMERS' DESIRED VALUE CHANGES
采用扎根理论方法，研究竞争激烈行业中客户期望价值的变化如何影响物流人员的营销角色，为供应商保留战略客户提供指导。
It is crucial for suppliers in competitively dynamic industries to find ways to retain strategically important business customers. Recent research suggests that this can be facilitated by a focus on customer value strategies, which involves anticipating and responding to changes in customers' desired value; that is, what customers want from suppliers. Anticipating and responding to such changes requires a deep understanding of how and why changes occur, an area that has not been explored. In this paper, the authors address this research gap by using the inductive methods of grounded theory. The aim is to present findings concerning changes in customers' desired value and their implications for the logistician as marketer role. After establishing the need for this research, an overview of the study, findings, and implications for both logistics managers and for future research is provided.