Measuring customer attractiveness

Various beneficial consequences can accrue when a customer is perceived to be an attractive customer, particularly\r\nin a business-to-business context. Opinions differ as to what makes for customer attractiveness and\r\na number of different features have been suggested as contributing to it. Currently there exists no comprehensive\r\nview of what factors constitute customer attractiveness and how this may be valued, measured\r\nand evaluated. Drawing on various facets of customer attractiveness suggested in the literature, this paper\r\nseeks to delineate the customer attractiveness construct and develop an instrument to measure it. The\r\npaper concludes by discussing how the scale developed can be used as a tool to address some critical issues\r\nin assessing customer attractiveness.