The perceived consequences for business buyers of being stocked out by their supplier and their repurchase loyalty on the next purchase occasion were researched using personal interviews and a mail survey of professional buyers. Lost sales and production disruptions resulting from the stockouts prompted one quarter of the buyers to abandon their supplier, but the majority returned on the next purchase occasion.
CITATION STYLE
Banting, P. M., Blenkhorn, D., & Dion, P. A. (2015). Perceived Consequences of Business Product Stockouts in Canada and the U.S.A. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 29–33). Springer Nature. https://doi.org/10.1007/978-3-319-17323-8_9
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