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A pathway through customer values towards loyal customer relationships

Master thesis (2025)

Authors

P.A. de Goede Industrial Design Engineering

Contributors

Shahrokh Nikou Responsible Marketing and Consumer Behavior (graduation committee member)
R.G.H. Bluemink DesIgning Value in Ecosystems (mentor)
Faculty
Industrial Design Engineering
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Published Date

28-02-2025

Language

English

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Faculty

Industrial Design Engineering

Abstract

This thesis examines the growing importance of loyal B2b relationships between an IT outsourcer and its customers, as a result of the increasing role of IT and an IT outsourcer within an organization. The specialized knowledge, expertise, resources, and agile way of working of IT outsourcers have become vital for the competitive advantage of their customers. As the influence of IT outsourcers increases, so does the importance of building and maintaining strong B2B relationships.

This research addresses the question:
"How can an IT outsourcer establish a loyal B2B relationship to accelerate the transformation from IT-driven to business outcome-driven relationships?"

This thesis is done in collaboration with Schuberg Philis (SBP), an IT outsourcer focused on mission-critical engineering. The research investigates how loyal B2B relationships between SBP and their customers are established and sustained to facilitate a transition towards business outcome-driven partnerships.

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A_pathway_through_customer_val... (pdf)
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The_Value_Playbook_Pleun_de_Go... (pdf)
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Poster_A_pathway_through_custo... (pdf)
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