How to ruin Buyer-Manufacturer Relationships - Evaluating and Comparing the Drivers of Customer Dissatisfaction in B-to-B and B-to-G Relationships

Abstract

Complementing previous research, this paper addresses the challenge of exploring the drivers of customer dissatisfaction in buyer-manufacturer relationships in a B2B and a business-to-government (B2G) context, to enhance existing models of the outcomes of dissatisfaction. Based on qualitative data in a dyadic research setting, this paper collects and analyzes data from both the buying and manufacturing side in Germany, referring to internationally sold standard and customized product solutions. Customers are not limited to business clients, they include public institutions and partners. Embedding empirical observations and data in established theoretical frames, this paper enhances existing dissatisfaction research by adding its antecedents and suggests a new unified customer satisfaction and dissatisfaction model. Empirical results provide substantial implications for both B2B and B2G marketing management. Additionally, the implications for future academic research are outlined.

Mehr zum Titel

Titel	How to ruin Buyer-Manufacturer Relationships - Evaluating and Comparing the Drivers of Customer Dissatisfaction in B-to-B and B-to-G Relationships
Medien	Proceedings of the IMP annual conference
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Verfasser/Herausgeber	Prof. Dr. Christine Falkenreck, Ralf Wagner
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Veröffentlichungsdatum	07.09.2018
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Zitation	Falkenreck, Christine; Wagner, Ralf (2018): How to ruin Buyer-Manufacturer Relationships - Evaluating and Comparing the Drivers of Customer Dissatisfaction in B-to-B and B-to-G Relationships. Proceedings of the IMP annual conference.