Essays /

Not Yet Done Essay

Essay preview

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...

Read more

Keywords

1 2 2.1 2.2 2.3 2.4 abil account act activ address advantag answer appli aris aspect assess avail b basic behavior busi business-to-busi buy buyer buyer-sel buying-side-on c call case challeng chang compani competit complementari complex concept conceptu concern consid consider constitu construct consum contetx context contribut cost custom customer-perceiv decis decision-mak deliv describ develop domain domest done effect effici ensur environ environment essenti establish expand expect explor fact factor fair feel field fierc firm follow framework fulfil fundament gaug get given good ground grow grown health heard hundr improv incorpor influenc inher integr intern introduc introduct involv know learn literatur long long-term loyalti maintain make maker mani manufactur market maximum may measur meet method model must mutual need next nowaday number one optim option organ organiz outstand paper parti pay perceiv percept perform personnel perspect posit possibl prerequisit prime princip problem product profit proper provid purpos qualiti question reason receiv recommend reduct regard relat relationship research retail role satisfact scienc seek seen sell seller servic sever side sinc social specif stand statement status strengthen stress studi suggest superior sure surpass system taken term theoret theori think time today tool tradeoff transit tri under understand uniqu valu vari view want way well wholesal willing yet