Managing buyer experience in a buyer–supplier relationship in MSMEs and SMEs
研究了中小微企业和中小企业买卖关系中影响买方体验的前因，发现可持续导向、管理能力和技术能力是关键因素，对供应商提升竞争力有参考价值。
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).