| dc.description.abstract | Social satisfaction of B2B customers in B2B context is the focus of the research. The research problem sought to determine the direct effects of the social dimensions to the satisfaction of the b2b customers. Social outcomes are defined as: friendship, social regard and social comfort.
Social satisfaction is an important variable for B2B marketing. Accordingly, the research was justified on theoretical ground.
Data collection was depth-interview. 20 informants provided insights into
the nature of three specific social outcomes: friendship, social regard, and social
comfort.
The results indicate the social outcomes in general are important to the social satisfaction of B2B customers. That is, friendship, social regard and social comfort have the direct effects to the satisfaction of B2B customers.
The findings indicate important implications for marketers in improving the quality of their customer relationship management program with B2B customers in: (1) strategic consideration, and (2) operational policy. Therefore, they will succeed in building and maintaining relationship with customers.
In conclusion, three specific social antecedents: Friendship, Social Regard, Social Comfort were found to have the direct effects to the development of the relationship as well as the social satisfaction of B2B customers. | en_US |
