Evaluation of Supplier Performance from the Perspective of Customers by their Attitudes

Abstract

Current approaches to supplier evaluation from the perspective of customers mainly consist in the evaluation of the perceived quality of parameters of supply and services of each supplier. Although this aspect of the supplier evaluation from the perspective of customers is an essential part of the evaluation of suppliers, its drawback is the orientation to the past. So far, less attention in the evaluation of suppliers from the perspective of customers has been paid to the consequences of delivering value to customers, namely to the impact of the value delivered to customers on the attitudes of individual customers, their purchase intentions and their future purchase behavior. The article presents the basic features of the methodology of supplier evaluation focused on stages of customer readiness for future purchases from suppliers from their awareness through their preferences over other suppliers, satisfaction, retention to loyalty and results of primary research into this evaluation among purchasers of selected products determined for production consumption.