The effect of customer satisfaction level on sales volume of the company: the case of B2B services
Voitsekhovskaia, Valeriia (2017)
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Currently, many companies are trying to improve customer satisfaction and win customer loyalty, especially in the service sector. To do this, it is necessary to understand the effect that customer satisfaction has on the company's performance, which indicators it affects and how. The scientific novelty of this work is to study the effect of this indicator on sales volume and determine the factors that have a profound impact on it specifically for the digital advertising industry. In this work, the methodology for assessing customer satisfaction for companies engaged in providing services in the B2B area was developed. This methodology includes a survey, which is based on existing literature and scales established by science and is also organized taking into account the specifics of the market. The use of the developed methodology contributed to the development of a list of recommendations based on the matrix, which determined the characteristics of the company located in the risk zone. The obtained results show marginal link between the level of customer satisfaction and profitability of the company. Besides, the term of cooperation between companies has a direct effect on the profitability of the company providing the service in B2B. Therefore, further research in studying and analysing the link between the term of cooperation and the profitability of the company and the factors influencing this link in B2B service is needed.