CUSTOMER SATISFACTION MEASUREMENT IN A BUSINESS-TO-BUSINESS CONTETX: A CONCEPTUAL FRAMEWORK

INTRODUCTION

Customer satisfaction measurement is the principal tool by which marketers assess the health of their relationships with their customers. In this context it is between a manufacturer and a wholesaler, or between a wholesaler and a retailer.

This paper will develops an integrated model of customer satisfaction measurement in a business-to-business context and address the unique challenges inherent in this context by incorporating learning from the fields of customer satisfaction, organization buying behavior and relationship marketing.

In times of fierce competition, companies must deliver optimal products for the purpose of maintaining their competitiveness and strengthening their market positions. To ensure maximum customer l...

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