ENGAGEMENT OR FRIENDSHIP? THE PERSPECTIVE OF CUSTOMERS AND SUPPLIERS ABOUT BUSINESS RELATIONSHIPS IN THE SOFTWARE SECTOR

Abstract

The customer is always in focus in the software sector, but scant research exists on procuring or developing software from a market perspective, in particular with the lens of relationship marketing. Besides concentrating on customer needs, customers and suppliers should foster relationships that promote the creation of value and competitive advantages for both parties. This paper discusses findings from in-depth interviews with 14 customer-supplier dyads in the Brazilian software sector (28 companies) that provided insights into specific attributes of relationships (commitment, trust, adaptation, cooperation, and communication) and contextual factors that may amplify or moderate those attributes (uncertainty, interdependence, and the existence of alternative suppliers). Results include the technical nature of trust, the operational focus of communications, the relevance of personal bonds, and the creation of interdependencies between partners on the basis of intangible assets.