To develop a B2B critical success factor framework in order to attain key supplier status. A study conducted from a customer’s perspective for suppliers working in emerging markets, in the context of PakistanTools Abdullah, Yasir (2018) To develop a B2B critical success factor framework in order to attain key supplier status. A study conducted from a customer’s perspective for suppliers working in emerging markets, in the context of Pakistan. [Dissertation (University of Nottingham only)]
AbstractWith increasing global competition in the B2B industry, Pakistan as an emerging market has fared well below its export potential in the previous recent years. A lot of reasons, both internal and external have been highlighted for this struggle. Catering to internal reasons, majorly focusing on the issues at the supplier end, this study aims to develop a framework of critical success factors from an importers (customers) view point, so the suppliers in Pakistan understand and imbed the global requirements to further enhance their potential of exports. Furthermore the study aims to understand the importance of key supplier status, the current issues global buyers face in working with Pakistan and the correlation of trust and commitment over customer loyalty. In order to study all the objectives, secondary research in the form of relevant previous researches and articles were studied and primary research, in the form of semi-structured interviews was conducted. A total of 18 respondents from 14 different countries working in diverse product lines were interviewed who either are currently working or have previously worked with Pakistani suppliers. The data collected through primary research was then analyzed using thematic analysis. Thematic analysis was used to develop themes from the responses of the research participants. The results of the empirical study showed the need of adding another factor to the framework of critical success factors. Previously, following the literature a 5 factor framework including trust, commitment, satisfaction, loyalty, customer satisfaction and relationship value was being formed and analyzed however the primary research suggested the addition of another factor, ‘service quality’ the framework. A discussion on the implications was put forth and recommendations and limitations of this research were given in this study.
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