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Pathology of Measuring and Managing Customer Satisfaction in B2B Companies

Document Type : Original Article

Authors

1 Faculty of Management and Industrial Engineering, Malik Ashtar University of Technology, Tehran, Iran.

2 Department of Business Administration, Allameh Tabatabai University, Tehran, Iran.

3 Department of Industrial Engineering, Malik Ashtar University of Technology, Tehran, Iran.

Abstract

Purpose: This study identifies essential challenges in measuring and managing organizational customer satisfaction in B2B companies.
Methodology: The research method in this study is mixed, and the statistical population includes professors, experts, and specialists in excellence and quality assurance, market and customer management, industrial engineering, and executive management. Sampling was used in both qualitative and quantitative sections; in the qualitative section, 20 people participated in the interview process, and in the quantitative section, 40 people participated in the survey. Data collection tools included a semi-structured interview and a researcher-made questionnaire; its reliability was calculated as α = 0.906 after validation. Descriptive statistics, binomial, and Friedman tests were used to analyze the research data.
Findings: The results of the qualitative research indicated that 30 sub-themes were identified in the form of 9 main themes. In the quantitative part, the findings showed that theme 30 had the highest rank (21.01) and theme 12 had the lowest rank (11.99), and the other components were each ranked in order of importance, respectively.
Originality/Value: This research presents solutions and two proposed plans to define improvement projects.

Keywords

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Innovation Management and Operational Strategies
Volume 3, Issue 3
December 2022
Pages 316-337
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