Commenced in January 2007
Paper Count: 31533
Drivers of Customer Satisfaction in an Industrial Company from Marketing Aspect
Abstract:One of the basic concepts in marketing is the concept of meeting customers- needs. Since customer satisfaction is essential for lasting survival and development of a business, screening and observing customer satisfaction and recognizing its underlying factors must be one of the key activities of every business. The purpose of this study is to recognize the drivers that effect customer satisfaction in a business-to-business situation in order to improve marketing activities. We conducted a survey in which 93 business customers of a manufacturer of Diesel Generator in Iran participated and they talked about their ideas and satisfaction of supplier-s services related to its products. We developed the measures for drivers of satisfaction first by as investigative research (by means of feedback from executives and customers of sponsoring firm). Then based on these measures, we created a mail survey, and asked the respondents to explain their opinion about the sponsoring firm which was a supplier of diesel generator and similar products. Furthermore, the survey required the participants to mention their functional areas and their company features. In Conclusion we found that there are three drivers for customer satisfaction, which are reliability, information about product, and commercial features. Buyers/users from different functional areas attribute different degree of importance to the last two drivers. For instance, people from buying and management areas believe that commercial features are more important than information about products. But people in engineering, maintenance and production areas believe that having information about products is more important than commercial aspects. Marketing experts should consider the attribute of customers regarding information about the product and commercial features to improve market share.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1077497Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2359
 E. Anderson, F. Fornell, and Lehmann, D.R.,"Customer satisfaction, market share, and profitability: findings from Sweden", Journal of Marketing,1994, Vol. 58 No. 3,pp. 53-66.
 R.L. Oliver, "A cognitive model of the antecedents and consequences of satisfaction decisions", Journal of Marketing Research,1980, Vol. 17 No. 4, pp. 460-9.
 E. Anderson, W. Chu and B. Weitz, "Industrial purchasing: an empirical exploration of the buyclass framework", Journal of Marketing, 1987, Vol. 51 No. 3, pp. 71-86.
 J.R. Pingry, "The engineer and purchasing agent compared", Journal of Purchasing and Material Management,1974, Vol. 10, November, pp. 31- 45.
 K.E.Mast, and J.M. Hawes, "Perceptual differences between buyers and engineers", Journal of Purchasing and Material Management, Vol. 22 No. 1, pp. 2-6.
 D.W. Cravens, C.W. Holland, Jr. Lamb, and W.C. Moncrief, III (1988), "Marketing-s role in product and service quality", Industrial Marketing Management, 1986, Vol. 17, pp. 285-384.
 E.U. Bond, and R.L. Fink, "Customer satisfaction and the marketingquality interface", Journal of Business and Industrial Marketing, 2003, Vol. 18 No. 3, pp. 204-18.
 J. F. Tanner, "Buyer perception of the purchase process and its effect on customer satisfaction", Industrial Marketing Management, 1996, Vol. 25, pp. 125-33.
 H. Hakonsso, Industrial Marketing and Purchasing of Industrial Goods - An Interaction Approach, John Wiley & Sons, London Homburg, 1982.
 V.A. Zeithaml,, A. Parsuraman, and L. Berry, Delivering Quality Service: Balancing Customer Perceptions and Expectation, Free Press, New York, NY,1990
 S. W. Perkins, "Measuring customer satisfaction: a comparison of buyer, distributor, and sale force perceptions of competing products", Industrial Marketing management, 1993, Vol 22, pp.247-54.
 J. Rossomme, "Customer satisfaction measurement in a business-tobusiness context: a conceptual framework", Journal of Business and Industrial Marketing, 2003, Vol. 18 No. 2,pp. 179-95.
 M.D. Hutt and T.W. Speh, Business Marketing Management, Thomson- Southwestern, Mason, OH,2004.
 R. W. Jackson, L.A. Neidell, and D.A. Lunsford, "An empirical investigation of the differences in goods and services as perceived by organizational buyers", Industrial Marketing Management, 1995,Vol. 24, pp. 99-108.
 A. R.Andreasen, and A. Best, "Consumers- complain-does business respond?", Harvard Business Review,1977, Vol. 55, pp. 90-101.
 C. Homburg, and B. Rudolph, " customer satisfaction in industrial markets: dimensional and multiple role issues", Journal of business research, 2001, Vol. 52 No.1, pp. 15-33.
 W. J. Qualls and J. A. Rosa, "Assessing industrial buyers- perceptions of quality and their effects on satisfaction", Industrial Marketing Management, 1995, Vol. 24, No. 5, pp. 359-68.
 K.E. Mast, and J.M. Hawes, "Perceptual differences between buyers and engineers", Journal of Purchasing and material management, 1986, Vol. 22 No.1, pp. 2-6.
 K.G. Joreskog and D. Sorbom, Lisrel8:Structural Equation Modeling with the Simplis Command Language, Lawrence Erlbaum Associates, Hillsdale, NJ,1993.
 C. Fornell, and D.F. Larcker, "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 1981, Vol. 18, No. 1, pp. 39-50.
 R. P. Bagozzi, and Y. Yi, (1988), "On the evaluation of structural equation modeling", Journal of Academy of Marketing Science, 1988, Vol. 16 No. 1, pp. 74-94.
 J. Cohen and P. Cohen, Applied Multiple regressional correlation Analysis for the behavioral Sciences, 2nd ed., Lawrence ErlbaumAssociates, Hillsdale, NJ, 1983.