Achieving preferred customer status in the Dutch plastics recycling industry

Abstract

The aim of this research is to gain insight into the aspects and processes in the Dutch plastic recycling industry which might lead to a preferred customer status and acquiring benefits once the status has been reached. The whole process of reaching preferred customer status goes through various phases in which customer attractiveness, supplier satisfaction, commitment and reinforcement play a role. The study used a qualitative approach. Semi-structured interviews were held with suppliers, customers and traders in the plastic recycling industry in the Netherlands. The results show that during the customer attractiveness phase, a customer needs to convince the supplier that they are dealing with a trustworthy partner. Relational dimensions are not a priority for the supplier but do play a role if operational aspects are seen as more or less equal, which is often likely to be the case in a competitive market. In contrast, traders do attach importance to the personal relationship with customers from the start. A supplier will confer a preferential status to customers who (according to their feelings) will deliver the highest levels of satisfaction. Alternatives seem to come into question mainly where someone is significantly dissatisfied with the existing customer or if a significantly better alternative arises. The whole study is summarised in a reverse marketing model.

Keywords: customer attractiveness, reinforcement, supplier satisfaction, commitment, preferred customer status, reverse marketing model