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JOURNAL OF STRATEGIC INNOVATION AND SUSTAINABILITY
Assessing and Managing the Costs of Satisfaction in B2B Services
Author(s): Antonella Cugini, Antonella Carù, Fabrizio Zerbini
Citation: Antonella Cugini, Antonella Carù, Fabrizio Zerbini, (2010) "Assessing and Managing the Costs of Satisfaction in B2B Services," Journal of Strategic Innovation and Sustainability, Vol. 6, Iss. 4, pp. 50 - 79
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Customer satisfaction has been shown to be key in pursuing firm profitability, both in consumer and business markets. However, the relationship between customer satisfaction and the costs that a company incurs to obtain satisfaction has been less widely investigated. The present study seeks to fill in this gap, by identifying the levers controlling the relationship between value-for-customer and costs in B2B service industries. By exploring those characteristics of B2B services that make it difficult to correlate costs and income, the article proposes a model to link the service component to satisfaction, on the one hand, and to activity costs, on the other. The model is tested on a set of business customers of an advertising agency.
