Att mäta kundnöjdhet inom B2B : B2B relationen mellan leverantör & distributör i en tjänstefieringskontext
Sammanfattning: Title: Measuring customer satisfaction within B2B: The B2B relationship between supplierand distributor in a servitization context. Authors: Sigrid Aronson & Lejla Cerimagic Supervisor: Ramsin Yakob Background: The importance of relationships has increased along with the servitizationprocess of many manufacturers. The servitization leads companies to include several parties in their network. The specific relationship between manufacturer and distributor is found within many of these networks. Such B2B relationships, are crucial yet complex in its nature. However, limited research has been conducted dealing with this topic. Long term relationships are generally important within the B2B context; Thus, it is important to develop and keep these relationships. Consequently, it is important to keep the B2B customer satisfied. By measuring customer satisfaction, the manufacturer obtains an image of their performance in customer satisfaction. Measuring customer satisfaction within the B2B context tends to be a complex subject yet limited research has been done on this topic. Purpose: The purpose of this study is to create an understanding of the relationalconsequences of servitization for customer satisfaction measurement within B2Brelationships. Methodology: The study is based on a case study of an international manufacturer. Thestudy contains several analysis units which consist of worldwide distributors, both internal and external. The study was conducted through a qualitative method with semi-structured interviews and participatory observations at the case company. Conclusion: The research findings indicate that individuals who are directly involved in the B2B relationship, from both customer and manufacturer side, are an important source of information and insight in how the customer satisfaction measure should be designed, conducted and followed up on. The customer contributes to an insight into the needs and expectations which could contribute to the design of the customer satisfaction measure as well as with information about relevant respondents. The person that works closest to the customer has also turned out to play an important role for the design of the measure as well as for the interpretation of its results. The customer satisfaction measure has also shown to be affected by frequency of the measure, follow-up, actions and anonymity (honesty); which is why these measures should be considered when measuring customer satisfaction within the B2B context.
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