Service integrators in business networks—the importance of relationship values

To realise the potentials of CRM (customer relationship management), relationship-specific processes need to be designed and implemented in companies. This is all the more important and complicated in business networks where two or more actors collaborate to serve the customers. A good collaboration within business networks is the basis for understanding the customer process and identifying customer needs. But, even in these days of customer orientation, transaction orientation is still a matter of strong interest, and the following questions remain to be answered: What is the difference between relationship-oriented processes and transaction-oriented processes, and how can relationship-oriented processes be designed for a business network? The authors give first answers to both questions by using a systematic, goal-oriented specialisation of generic actions. To give an example, one relationship-oriented process will be designed and specified for a certain customer process in the course of this paper.

[1]  Robert Winter,et al.  Component-Based Banking - Modularization of Information Processing in Banks as a Foundation for Virtual Business , 1999 .

[2]  Hermann Diller.  Kundenbindung als Marketingziel , 1996 .

[3]  Dina Neiger,et al.  Introducing Value-Focused Process Engineering , 2009 .

[4]  Elgar Fleisch,et al.  Business Networking in der Praxis : Beispiele und Strategien zur Vernetzung mit Kunden und Lieferanten , 2002 .

[5]  P. Kotler,et al.  Principles of marketing 13th Edition , 2010 .

[6]  M. S. Cunningham.  The Major Dimensions of Perceived Risk , 1967 .

[7]  Kees M. van Hee,et al.  Using Formal Analysis Techniques in Business Process Redesign , 2000, Business Process Management.

[8]  L. Hallén,et al.  Interfirm Adaptation in Business Relationships , 1991 .

[9]  F. Dwyer,et al.  Developing Buyer-Seller Relationships , 1987 .

[10]  Jerry Fjermestad,et al.  Preface to the focus theme on eCRM , 2009, Electron. Mark..

[11]  Sabine Fließ,et al.  Customer Integration - Von der Kundenorientierung zur Kundenintegration , 1996 .

[12]  Hubert Österle,et al.  Business Networking in the Swatch Group , 1999, Electron. Mark..

[13]  D. F. Blankertz,et al.  Risk taking and information handling in consumer behavior , 1969 .

[14]  Bruce R. Barringer,et al.  Walking a Tightrope: Creating Value Through Interorganizational Relationships , 2000 .

[15]  C. Grönroos.  The relationship marketing process: communication, interaction, dialogue, value , 2004 .

[16]  Dina Neiger,et al.  Value-Focused Business Process Engineering: A Systems Approach: With Applications to Human Resource Management , 2008 .

[17]  P. Kotler,et al.  Principles of Marketing , 1983 .

[18]  S. Ross.  The Economic Theory of Agency: The Principal's Problem , 1973 .

[19]  Olaf Plötner,et al.  Customer Integration und Kundenvertrauen , 1996 .

[20]  O. Williamson,et al.  Markets and Hierarchies: Analysis and Antitrust Implications. , 1977 .

[21]  Bernd Stauss.  Rückgewinnungsmanagement (Regain Management) , 2000 .

[22]  Andrew J. Rohm,et al.  A typology of online shoppers based on shopping motivations , 2004 .

[23]  Thomas H. Davenport,et al.  Process Innovation: Reengineering Work Through Information Technology , 1992 .

[24]  Bernd Heinrich,et al.  CRM Actions and Processes - Goal-oriented Design based on Relationship Values , 2009, Wirtschaftsinformatik.

[25]  Yolanda Polo,et al.  How to Make Switching Costly , 2009 .

[26]  Hai Che,et al.  Price Competition in Markets with Consumer Variety Seeking , 2009, Mark. Sci..

[27]  Olaf Plötner,et al.  Das Vertrauen des Kunden , 1995 .

[28]  A. Mukherji,et al.  Mutual adaptation in buyer–supplier relationships , 2008 .

[29]  A. Palmer.  Relationship marketing: a universal paradigm or management fad? , 1996 .

[30]  Kuldeep Kumar,et al.  Sustainable Collaboration: Managing Conflict and Cooperation in Interorganizational Systems , 1996, MIS Q..

[31]  Robert Winter,et al.  A strategy modelling technique for financial services , 2004, ECIS.

[32]  Jonathan Wareham,et al.  Theoretical Foundations of Empirical Research on Interorganizational Systems: Assessing Past Contributions and Guiding Future Directions , 2008, J. Assoc. Inf. Syst..

[33]  E. Buttery,et al.  Relationship Marketing in Three Dimensions , 1998 .

[34]  O. Williamson,et al.  The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting. , 1987 .

[35]  M. Lynne Markus,et al.  Exploring interorganizational systems at the industry level of analysis: evidence from the US home mortgage industry , 2005, J. Inf. Technol..

[36]  J. Meredith,et al.  Alternative research paradigms in operations , 1989 .

[37]  Eric van Heck,et al.  In Search of Margin for Business Networks:: The European Patent Office , 2004 .

[38]  Bernd Heinrich,et al.  Methode zur wertorientierten Analyse und Gestaltung der Kundenbeziehung - Zur Rolle des Service Integrators im Privatkundengeschäft von Kreditinstituten , 2002 .

[39]  Evert Gummesson,et al.  Total Relationship Marketing , 1999 .

[40]  R. Coase.  The Nature of The Firm - Influence , 1988 .

[41]  Yair Wand,et al.  Goal-Driven Analysis of Process Model Validity , 2004, CAiSE.

[42]  Ronald Swift,et al.  Accelerating Customer Relationships: Using Crm and Relationship Technologies , 2000 .

[43]  Hubert Österle,et al.  Business Networking: Shaping Enterprise Relationships on the Internet , 1999 .

[44]  Dina Neiger,et al.  Application of Value-Focused Process Engineering to HRM Context , 2009 .

[45]  G. Odekerken-Schröder,et al.  Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration , 2001 .

[46]  Kul Bhushan C. Saxena,et al.  Business Process Management in a Smart Business Network Environment , 2009 .

[47]  Bernd Heinrich,et al.  Bankenarchitekturen im Informationszeitalter — Zur Rolle des Geschäftsmodells , 2000 .

[48]  Shelby D. Hunt,et al.  Relationship-Based Competitive Advantage: The Role of Relationship Marketing in Marketing Strategy , 1999 .

[49]  Jerry Fjermestad,et al.  Electronic Commerce Customer Relationship Management: A Research Agenda , 2003, Inf. Technol. Manag..

[50]  Odd-Helge Fjeldstad,et al.  Value Creation in Financial Services , 2001 .

[51]  Kevin Crowston,et al.  Tools for inventing organizations: toward a handbook of organizational processes , 1993, [1993] Proceedings Second Workshop on Enabling Technologies@m_Infrastructure for Collaborative Enterprises.

[52]  Tara Ebert,et al.  Trust as the Key to Loyalty in Business-to-Consumer Exchanges , 2009 .

[53]  Madely du Preez.  Trust and New Technologies: Marketing and Management on the Internet and Mobile Media , 2009 .

[54]  H. Schäfer.  Vertrauen und Loyalität im Marketing von Finanzdienst leistungen mit Kontraktguteigenschaften , 1999 .

[55]  A. Payne,et al.  A Strategic Framework for Customer Relationship Management , 2005 .

[56]  Hubert Österle,et al.  Business in the Information Age , 1995 .

[57]  Douglas M. Lambert,et al.  Customer relationship management as a business process , 2009 .

[58]  Hubert Österle,et al.  Business in the Information Age: Heading for New Processes , 1995 .

[59]  Rainer Alt,et al.  Business Networking - Chancen und Herausforderungen , 2002 .

[60]  Heikki Karjaluoto,et al.  Trust and New Technologies , 2008 .

[61]  Olaf Plötner,et al.  Das Vertrauen des Kunden : Relevanz, Aufbau und Steuerung auf industriellen Märkten , 1995 .

[62]  Fred Nickols.  The difficult process of identifying processes , 1998 .

[63]  H. Håkansson,et al.  Dyadic Business Relationships within a Business Network Context , 1994 .

[64]  J. Bettman.  Perceived Risk and Its Components: A Model and Empirical Test , 1973 .

[65]  Peter Vervest,et al.  The Network Experience — New Value from Smart Business Networks , 2009 .

[66]  Efraim Turban,et al.  Information Technology for Management: Transforming Organizations in the Digital Economy , 2004 .

[67]  Jörg Becker,et al.  Guidelines of Business Process Modeling , 2000, Business Process Management.

[68]  James A. Narus,et al.  A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships , 1984 .

[69]  S. Hunt,et al.  The Commitment-Trust Theory of Relationship Marketing , 1994 .