Customer satisfaction in business-to-business marketing: The case of retail organizations and their suppliers

An orientation system for measuring customer satisfaction is developed. Reveals dimensions of satisfaction experienced by retailers, taking account of the relevant literature, empirical studies on the satisfaction of retail organizations with their suppliers and the results of discussions with experts. These are verified according to empirical criteria and quantified in respect of their contribution to delivering satisfaction to retailers. Approaches on which to base activities can be identified from the findings, allowing suppliers of branded articles to give their customers greater customer satisfaction.