What can service research contribute to better understand B2B: Editorial for the special issue “Service Research in Business-to-Business Marketing” | Synapse
March 3, 2026Open Access
What can service research contribute to better understand B2B: Editorial for the special issue “Service Research in Business-to-Business Marketing”
Puntos clave
Understanding customer experience in business-to-business contexts improves strategic marketing efforts.
One major insight includes how value creation varies significantly in different B2B sectors.
Assessment emphasizes the integration of service and marketing frameworks for better alignment.
Enhanced insights may enable businesses to tailor offerings more precisely, driving competitive advantage.