Title:          Very Small Enterprises as Professional Customers: A Qualitative Study
Subject:        This paper discusses the findings of a qualitative study carried out in the French automotive, building-trade and hairdressing sectors about relationship expectations and behaviors of very small enterprises ({VSE}). While {VSE} represent more than 90\% of European enterprises, little research has been done on these business customers. Defining {VSE} characteristics and the interest of relationship marketing to study this target, this research sheds lights on {VSE} buying behavior. The results of the qualitative study allow us to propose a relationship marketing model for the {VSE} of each sector and to identify relationships key components for this target (interpersonal, brand, and offer). The paper concludes with a cross-sector model insisting on the necessity to develop our knowledge of individual characteristics of the {VSE} owner/manager as an area of future research.
Keywords:       Automobiles, Construction, Firm Performance: Size, Diversification, and Scope L250, Marketing, Other Transportation Equipment L620, Personal, Professional, and Business Services
Author:         Delecolle, Thierry
Creator:        PDFsharp 0.9.653 (www.pdfsharp.com)
Producer:       PDFsharp 0.9.653 (www.pdfsharp.com)
CreationDate:   06/07/11 01:43:55
ModDate:        12/27/14 14:53:39
Tagged:         no
Pages:          12
Encrypted:      no
Page size:      573 x 812 pts
File size:      8032396 bytes
Optimized:      no
PDF version:    1.6
