From bureaucracy to collaboration: emerging tactics to enhance customer attractiveness in the public sector

Purpose This study aims to further the understanding of how public sector customers enhance their attractiveness during the tender and relationship phases to foster more valuable relationships with suppliers. Design/methodology/approach A qualitative study was conducted with managers from three public customer organizations, using semistructured interviews. A thematic analysis was conducted to identify the tactics used to enhance customer attractiveness in the public sector, as well as the specific activities that support these tactics. Findings Public sector customers face significant challenges in both the tender and relationship phases due to the regulations and traditions of the public sector. These customers use several activities to address these challenges, which the authors grouped into four main tactics: spark interest, simplify entry, foster connections and reinforce engagements. Social implications By adopting proactive tactics to enhance customer attractiveness, public sector organizations can strengthen supplier collaboration, ultimately driving better outcomes and greater value from collective public spending. Originality/value This study builds on previous research by examining customer attractiveness in the public sector from the customer’s perspective. It offers an empirically grounded understanding of managing customer attractiveness in the public sector and specifies and problematizes the emergent tactics used by public customers.