Purpose – Research on customer value in business markets is still at an early stage. More specifically, business marketing literature is largely silent on how customers' value expectations interact with suppliers' value propositions and how the interaction leads to development of new products...

With the advent of online shopping of FMCG products or consumer packaged goods and is growing scope in the near future, it has become extremely important for e-commerce industry to focus on their services and provide the quality level that meets or extends the customer expectations so that they...