Measuring customer attractiveness

Antonella La Rocca, Albert Caruana, Ivan Snehota

Research output: Contribution to journalArticle

40 Citations (Scopus)


Various beneficial consequences can accrue when a customer is perceived to be an attractive customer, particularly in a business-to-business context. Opinions differ as to what makes for customer attractiveness and a number of different features have been suggested as contributing to it. Currently there exists no comprehensive view of what factors constitute customer attractiveness and how this may be valued, measured and evaluated. Drawing on various facets of customer attractiveness suggested in the literature, this paper seeks to delineate the customer attractiveness construct and develop an instrument to measure it. The paper concludes by discussing how the scale developed can be used as a tool to address some critical issues in assessing customer attractiveness.
Original languageEnglish
Pages (from-to)1241-1248
Number of pages8
JournalIndustrial Marketing Management
Publication statusPublished - 2012


  • Customer attractiveness, Measure development, Business relationships, Customer value, Customer portfolio models


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