Becoming an attractive public customer to strategic suppliers

Purpose In strategic buyer–supplier relationships, being an attractive customer is crucial for relationship development. Despite its importance, the understanding of how organizations in the public sector can become attractive to strategic suppliers remains limited. The purpose of this study is to explore this uncharted territory by examining the influence of value, trust and dependence in shaping customer attractiveness within this specific context. Design/methodology/approach Using a case study, the research probes the dynamics between a public customer and five of its strategic suppliers. Data collection involved interviews with multiple stakeholders from both sides of the respective dyads, complemented by observations and secondary data. The analysis used a reflexive thematic approach, emphasizing iterative coding and the continuous development and refinement of themes. Findings The study illuminates how the public sector context alters the traditional pathways through which value, trust and dependence influence customer attractiveness, providing new insights into applying social exchange theory within public procurement. Customer attractiveness is shaped by the interaction of value and trust, with the role of dependence diminished by contextual constraints. The multidimensional nature of value and trust underscores a complex interplay where each can either enhance or undermine the other. This dynamic underscores that becoming an attractive public customer in strategic buyer–supplier relationships necessitates building trust and value through active engagement in supplier interactions beyond the procurement phase. Social implications Customer attractiveness can promote supplier engagement and sustainable procurement practices. Originality/value This paper introduces the concept of customer attractiveness to strategic buyer–supplier relationships in the public sector, offering novel scholarly insights and practical advancements for public procurement.