RESEARCH ON BUSINESS-TO-BUSINESS CUSTOMER VALUE AND SATISFACTION

Abstract

In today’s markets, many organizations feel pressure to become more responsive to their customers. Managing your business to deliver superior value to targeted customers may provide a strong avenue to improved performance. The route from value-based strategies to share holder value can be complicated, however. These strategies have the most direct impact on performance with your customers in the form of customer satisfaction, word of mouth and loyalty. Successful customer performance should translate into higher market performance, as evidenced by a supplier’s higher customer retention rates and sales. Finally, market performance provides the engine for increasing company performance or shareholder value. Attaining shareholder value through customer value strategies requires committing major management attention to how best to create, deliver and communicate superior value to targeted customers.

Citation

Woodruff, R.B. and Flint, D.J. (2003), "RESEARCH ON BUSINESS-TO-BUSINESS CUSTOMER VALUE AND SATISFACTION", Woodside, A.G. (Ed.) Evaluating Marketing Actions and Outcomes (Advances in Business Marketing and Purchasing, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 515-547. https://doi.org/10.1016/S1069-0964(03)12008-X