MAPPING OVERALL SATISFACTION IN A B2B SETTING: SATISFIED AND DISSATISFIED CUSTOMERS

In this study we simulate customer satisfaction data to model empirical customer satisfaction data in a B2B setting for medium technology offerings. The model is compared to empirical customer satisfaction response data to examine fit. Our model suggests that customer satisfaction response in this s...

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Bibliographic Details
Published inAllied Academies International Conference. Academy of Marketing Studies. Proceedings Vol. 16; no. 2; p. 44
Main Authors Kellar, Gregory M, Preis, Michael W, Hamister, James W
Format Conference Proceeding
LanguageEnglish
Published Arden Jordan Whitney Enterprises, Inc 01.07.2011
Subjects
Business to business commerce
Customer satisfaction
Customers
Datasets
Standard deviation
Studies
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Summary:In this study we simulate customer satisfaction data to model empirical customer satisfaction data in a B2B setting for medium technology offerings. The model is compared to empirical customer satisfaction response data to examine fit. Our model suggests that customer satisfaction response in this setting can be characterized as a combination of two distinct normal distributions for satisfied and dissatisfied customers. Research and managerial implications are discussed. [PUBLICATION ABSTRACT]