B2B market satisfaction and loyalty assessment with an emphasis on the provision of technological solutions

Abstract

This paper aims to present the results of customer satisfaction and loyalty research in the B2B market, focusing on the provision of technological services by a selected innovative company. Customer loyalty is the ultimate goal of all customer relationship management (CRM) efforts. For their evaluation, both loyalty and satisfaction need to be tracked and measured. One of the instruments for measuring loyalty is the Net Promoter Score, which we have employed in our research. Customer satisfaction is usually measured using a customer satisfaction index. This research draws on the European Customer Satisfaction Index (ECSI) using seven variables or factors affecting satisfaction (image, expectations, perceived product quality, perceived value, complaints), cumulative customer satisfaction, and the consequence of satisfaction – customer loyalty. The research results demonstrate that, in order to achieve a high level of satisfaction and loyalty in the B2B market, it is important to regularly assess customer needs, monitor competition, and continuously improve products and complementary services. Customer satisfaction in the B2B market is primarily affected by trust in the business partner, communication, professionalism, product quality, and the terms of delivery. In addition, loyalty as the ultimate level of customer relationship is determined by an excellent customer experience and additional values within the extended product, all of which can significantly distinguish the company from its market competitors.This study addresses the gap in B2B market satisfaction research with a particular focus on the technology industry.