Advertising effectiveness has always been difficult to measure due to its complicated impact on the bottom line. The emergence of new channels of communication such as social media, mobile and search has further complicated matters. At the same time, marketers are facing increasing pressure to...

Purpose – The aim of this study is to identify the drivers that influence customer satisfaction in a business-to-business context. Design/methodology/approach – A survey-based field study was conducted in which 1,068 business customers of a manufacturer of hydraulic and pneumatic equipment...