Managing Quality in Business‐to‐business Services

Focuses on business‐to‐business services and requirements for different types of quality in suppliers′ relationships with clients. Reviews the relevant literature in the areas of quality, relationship marketing and services. Goes on to classify quality and satisfaction in this area under the headings of “hard”, “soft” and “outcome” quality. Draws attention to the industrial buying literature where the importance of developing and maintaining relationships has been well covered. Proposes different clients will have different requirements, particularly in the areas of hard and soft quality, both between one another and over time. Studying and meeting, where feasible, individual clients′ requirements may improve the relationship and prove profitable for both partners. Concludes by charting some problems and opportunities that arise during a business‐to‐business service relationship and presents the idea of the “relationship cycle” as a means of identifying this process in detail.