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An inquiry into the supplier selection decision from the business-to-consumer (B2C) perspective

Wesley S. Boyce (Department of Supply Chain Management and Analytics, University of Nebraska - Lincoln, Lincoln, Nebraska, USA)
Haim Mano (Marketing Department, University of Missouri Saint Louis College of Business Administration, Saint Louis, Missouri, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 November 2018

Issue publication date: 14 November 2018




The purpose of this paper is to provide insights into what selection criteria consumers find critical when making the supplier selection decision. Much research exists on the business-to-business (B2B) perspective, so this research seeks to investigate the business-to-consumer (B2C) viewpoint.


A survey is used to identify the areas that consumers find to be important when seeking suppliers. Factor analysis is used to identify selection criteria that are important to consumers.


The results suggest that consumers value several factors quite highly, including delivery, price and quality. Service, flexibility and relationship are also rated relatively high, while consumer concern with technology and the environment seemed to be lower.

Research limitations/implications

This study is limited to a group of consumers represented by university students. Additional research methods may provide additional detail to supplement these results.

Practical implications

The consistency the authors found between firm and consumer preferences should make it a relatively simple process for firms to consider the desires of customers when dealing with their own B2B relationships.


The B2C perspective on the supplier selection decision has seen limited research coverage. The B2C collaboration perspective considers the contributions consumers can make in supply chain decisions, which may lead to new supply chain management strategies.



Boyce, W.S. and Mano, H. (2018), "An inquiry into the supplier selection decision from the business-to-consumer (B2C) perspective", Journal of Business & Industrial Marketing, Vol. 33 No. 8, pp. 1221-1230.



Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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