Communication channel effectiveness in industrial buyer-supplier relationship
Rotola-Pukkila, Ida (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121436006
https://urn.fi/URN:NBN:fi:amk-2025121436006
Tiivistelmä
The anonymous commissioner is a manufacturer in the wood industry. The purpose of the research was to study and learn from the commissioner's domestic business-to-business (B2B) marketing communications. By conducting a survey related to the commissioner's marketing communications for business customers operating in the domestic market, the purpose was to find new insights and ways to improve and develop the commissioner's marketing communications. Secondly, the aim was to guide them on the path of growth in the domestic business-to-business market.
This thesis and research were based on the theory of e.g. B2B marketing communications, branding, differences between consumer and B2B marketing and 4c theory.
The survey was sent via Webropol to the commissioner's regular corporate customers in domestic market, of which there were 121. 10 corporate customers responded to the survey.
The survey questions were both qualitative and quantitative. Qualitative responses were analyzed using thematic analysis and quantitative responses were analyzed using statistical software PSPP program.
The respondents praised the functional and friendly customer service. However, the respondents wished for marketing communication to be more tailored to corporate customers. Proactivity and efficiency in communication and marketing were considered weak by some. The timeliness of communication and the clarity of messages were considered good. The most used channel for orders and contacts with both the commissioner and other manufacturers was email. As a development part, brainstorming workshop was arranged for commissioner key decision makers. Study results were presented for commissioner. Afterwards there was open discussion about B2B marketing communication, survey, insights and development ideas. As a second part of development project, author wrote set of recommendations for commissioner. Recommendations were planned according to study results and workshop insights. Recommendations included practical ideas for commissioner about its B2B marketing communication development: product improvement, PO-channel, proactivity, customer experience enhancement, communication timeliness, tailoring for B2B, trade fairs and events, and finally certificates and trademarks.
With these actions, it was expected that the commissioner will be able to more effectively utilize its strengths, develop its communication methods and channels, develop its brand and products, and grow and strengthen its position in the domestic business-to-business market.
This thesis and research were based on the theory of e.g. B2B marketing communications, branding, differences between consumer and B2B marketing and 4c theory.
The survey was sent via Webropol to the commissioner's regular corporate customers in domestic market, of which there were 121. 10 corporate customers responded to the survey.
The survey questions were both qualitative and quantitative. Qualitative responses were analyzed using thematic analysis and quantitative responses were analyzed using statistical software PSPP program.
The respondents praised the functional and friendly customer service. However, the respondents wished for marketing communication to be more tailored to corporate customers. Proactivity and efficiency in communication and marketing were considered weak by some. The timeliness of communication and the clarity of messages were considered good. The most used channel for orders and contacts with both the commissioner and other manufacturers was email. As a development part, brainstorming workshop was arranged for commissioner key decision makers. Study results were presented for commissioner. Afterwards there was open discussion about B2B marketing communication, survey, insights and development ideas. As a second part of development project, author wrote set of recommendations for commissioner. Recommendations were planned according to study results and workshop insights. Recommendations included practical ideas for commissioner about its B2B marketing communication development: product improvement, PO-channel, proactivity, customer experience enhancement, communication timeliness, tailoring for B2B, trade fairs and events, and finally certificates and trademarks.
With these actions, it was expected that the commissioner will be able to more effectively utilize its strengths, develop its communication methods and channels, develop its brand and products, and grow and strengthen its position in the domestic business-to-business market.