Determinants of Customer Satisfaction in a Multi-Channel B2B Environment

Rita Madaleno · Hugh Wilson · Roger A. Palmer

44 citations0/0 files storedTotal Quality Management & Business Excellence

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Consumer Retail Behavior Studies

Abstract

This study set out to ascertain the impact of channel satisfaction and multi-channel integration on relationship quality, as measured by overall customer satisfaction, within a multi-channel B2B environment. The sparse previous empirical research on the multi-channel experience focuses on consumer markets and does not explicitly measure multi-channel integration. Our research design involved a survey of 579 small and medium-sized business customers of a large high-technology service provider and takes into account both the web channel and the sales force, with sub-samples for companies served directly and those served via an intermediary. This research concludes that multi-channel consistency has a strong impact on customer satisfaction. Choice among channels, satisfaction with those individual channels, product satisfaction and payment equity are also factors that influence overall satisfaction. These findings hold both for direct customers served by the provider's own sales force and for indirect customers, where consistency between the intermediary's sales force and the supplier's website is equally important. We suggest that practitioners should therefore track and optimise both the individual channel experience and multi-channel integration. We call for further research replicating this work in other industry contexts including consumer markets to assess the generality of our findings.

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References

1992A National Customer Satisfaction Barometer: The Swedish Experience 2005A Strategic Framework for Customer Relationship Management 2003Customer satisfaction and loyalty in online and offline environments 2003Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development 1991A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes 2006Challenges and Opportunities in Multichannel Customer Management 1999A Dynamic Model of Customers’ Usage of Services: Usage as an Antecedent and Consequence of Satisfaction 2003Determinants of Online Channel Use and Overall Satisfaction with a Relational, Multichannel Service Provider

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