Customer attractiveness in public procurement – one size does not fit all

Purpose The purpose of this study is to provide new insights into the differences between the attractiveness drivers in different types of public procurement (i.e. efficient, technological, adapted and experimental). Design/methodology/approach This study used a qualitative multiple-case study design. The study examined eight public procurement cases by interviewing the representatives of 18 suppliers and, through cross-case analysis, formulated a framework of customer attractiveness drivers for different types of public procurement. Findings This study reveals differences in customer attractiveness drivers between efficient, technological, adapted and experimental public procurement. This study finds that economic and market growth drivers are only sufficient for efficient procurement, while all the identified drivers are relevant for experimental procurement. Social implications The contribution guides public organizations to increase their attractiveness by considering the supplier perspective in different types of procurement to increase supplier participation in public tenders. Originality/value The research contributes to the literature on customer attractiveness in public procurement by shedding light on the impact of procurement type on customer attractiveness drivers, and elaborating it through the lens of social exchange theory. In addition to the differences between procurement types, the study found evidence for a previously unintroduced driver – societal attractiveness.