Customer satisfaction measurement in a business‐to‐business context: a conceptual framework

In practice, firms measure customer satisfaction using models and theory developed for evaluating the perceptions of individual consumers rather than entire organizations. This paper develops an integrated model of customer satisfaction measurement specific to a business‐to‐business context and addresses the unique challenges inherent in this context by incorporating learnings from the fields of customer satisfaction, organizational buying behavior and relationship marketing. After presenting the model and its rationale, the paper illustrates practical uses of the model as a managerial tool for framing a system of customer satisfaction measurement.