Review paper
Applying SPAT for understanding B‐to‐B supplier switching processes
Abstract
Purpose This study aims to focus on the switching path analysis technique (SPAT) application to enlarge the understanding of customer switching from the business to consumer (B‐to‐C) context to the processes of business‐to‐business (B‐to‐B) supplier switches. Design/methodology/approach The paper is a theory extension of SPAT, with nine (9) supplier switching cases in different B‐to‐B settings. The cases shed light also on the actual triggers...
Paper Details
Title
Applying SPAT for understanding B‐to‐B supplier switching processes
Published Date
Jul 4, 2013
Journal
Volume
23
Issue
4
Pages
321 - 340
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