Journal article

GOVERNANCE AND CUSTOMER VALUE CREATION IN BUSINESS SOLUTIONS

Erik Mooi, Vishal Kashap, Marc van Aken

Journal of Business and Industrial Marketing | Emerald | Published : 2019

Abstract

This paper considers the impact of contractual and normative governance mechanisms on recommendation intent in a context of healthcare and professional lighting where repeat business from a customer is absent. We suggest both contractual and normative governance can create recommendation intent but only when sufficient customer value is created.

University of Melbourne Researchers

Keywords

Governance; Business-To-Business Marketing; Business Solutions; Contracts; Relational Norms; Customer Value