Mapping B2B value exchange in marketing relationships: a systematic approach

Purpose – This paper's main purpose is to provide a systematic approach for mapping the value exchange in B2B relationship marketing. This approach affords a preliminary analysis in order to distinguish business customers' different value dimensions (tangibles and intangibles) and to set sights on determining suitable metrics to evaluate and quantify the value of each customer. Design/methodology/approach – The paper uses a combination of qualitative research approaches, namely an exploratory case study, in‐depth interviews, and consensus expert opinion. The empirical study took place over three months to maximize the proposed approach's expediency in the practitioners' B2B environment and to increase the validity of the research findings. Findings – In addition to developing a new framework originating in the value network approach for mapping, modeling and analyzing business customers' value network (BCVN), the findings posit a proposed systematic approach for practitioners and marketing scholars to scrutinize the multi‐dimension values of business relationship marketing. Practical implications – For companies and their business customers alike, the benefits of the systematic approach proposed in this paper are an efficient analytical system giving an opportunity to B2B marketers and managers to understand their business customers' network in detail. Originality/value – The implicit concept of maximizing customer lifetime value within the business customers' network appeals for an applied approach to better understand and analyze the real value of business customers to retain them.