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.

中文翻译：

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B2B 购买份额：作为主要影响因素的相对客户满意度指标和客户特征

目的

本研究旨在确定一种新模型，将相对客户满意度转化为具有最佳相关指标的购买份额 (SOP)。

设计/方法/方法

本研究使用对公司客户的在线客户满意度调查，并按客户与当前竞争对手进行比较估值。该模型通过多元回归分析建立权重，通过将变量与SOP关联起来，得到每个变量的β，呈现变量的相对效应和模型的最佳全局解释。

发现

这种新模型具有良好的预测准确性，并显示出不同的相对满意度指标的明显影响，以及在较小程度上，业务和关系特征。

研究限制/影响

该模型的主要局限性在于它仅基于一家公司的数据，但它应该在其他领域具有价值，并通过其横向应用提供全面的洞察力。

原创性/价值

所涉及的优势向决策者展示了更好的可预测性和有用性，并确定了客户满意度的提高如何转化为业务增长。研究表明，满意度的相对评价对顾客具有不同的意义，但都优于绝对满意度。它包括一个比其他先前的相对指标更容易理解的指标，即满意度的差异并且更有效。此外，它指导如何在竞争对手之前利用有关客户满意度的知识，并展示具有潜在最佳结果的行动方案。