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Purpose The aim of this article is to provide an understanding of how satisfaction, quality, and value affect repurchase and positive word‐of‐mouth in a business‐to‐business (B2B) setting. Most previous studies in this area apply to business‐to‐consumer (B2C) situations. Design/methodology/approach A survey of 382 users of freight services was undertaken in the USA. An exploratory pilot study was undertaken to gain a better understanding of these users and to test the research instrument. Structural equation modeling was used to test the constructs. Findings The results showing the best‐fit model identified a number of relationships that were unexpected. These are discussed in detail. Practical implications Managers have a model, survey instrument and methodology that service firms can use to establish what they are doing right or wrong to retain customers. Managers are also given guidelines on how to increase customer satisfaction in B2B services. Originality/value This paper deals with these constructs in a B2B service environment.
Molinari et al. (Fri,) studied this question.