Share of purchases in B2B: relative customer satisfaction indicators and customer characteristics as main influencers

Abstract

Purpose This study aims to identify a new model of relative customer satisfaction translated into share of purchases (SOP) with the best-related metrics. Design/methodology/approach This study uses an online customer satisfaction survey to clients of a firm and with a comparative valuation with current competitors by customer. The model builds a weighting through a multiple regression analysis, obtaining β for each variable by relating the variables to the SOP, presenting the relative effect of the variables and the best global explanation of the model. Findings This new model has good prediction accuracy and shows a clear impact of different relative satisfaction indicators and, to a minor degree, business and relationship characteristics. Research limitations/implications The main limitation of this model is that it is based on data from only one company, but it should have value in other sectors and provide full insight through its transversal application. Originality/value The involved advantages demonstrated better predictability and usefulness to decision-makers and determined how the improvements in customer satisfaction translate into business growth. The study shows that the relative evaluation of satisfaction carries different meanings for customers, while all of them are better than absolute satisfaction. It includes a more understandable indicator than other prior relative indicators, the difference in satisfaction and is more effective. Additionally, it guides how to take advantage of the knowledge of relative customer satisfaction before competitors and demonstrates the courses of action with the potential best results.