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The main purpose of this study is to explore how service quality and brand awareness influence customer satisfaction and loyalty in the business-to-business (B2B) technology service industry. Most studies in the area apply to business-to-consumer situations, such as the hospitality industry. The B2B technology services of calibration laboratories require strict adherence to measurement standards and the revision of any instrumental error.We use a PZB model of customer satisfaction and loyalty to design a questionnaire and collect customers’ data. Multiple regression analysis is performed on the data to verify our proposed hypotheses.The study results show that (1) service quality positively impacts customer satisfaction, (2) customer satisfaction positively impacts customer loyalty, and (3) brand awareness positively impacts the relationship between service quality and customer satisfaction.The study results give empirical support to various theories and provide insights; managers of companies in the B2B technology service industry can use these insights to boost customer satisfaction through service quality improvement actions.This study demonstrates that the PZB model can be applied in calibration laboratories for strengthening service quality, customer satisfaction, and customer loyalty. Furthermore, the current findings can serve as a reference point for future research in the B2B technology service industry.
Huang et al. (Sun,) studied this question.