What can service research contribute to better understand B2B: Editorial for the special issue “Service Research in Business-to-Business Marketing”

Key Points

• 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.