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| Author: | Tanner, J. Jr. |
| Title: | Buyer perceptions of the purchase process and its effect on customer satisfaction |
| Journal: | Industrial Marketing Management
1996 : MAR, VOL. 25:2, p. 125-134 |
| Index terms: | CUSTOMERS PRODUCTS BUYING |
| Language: | eng |
| Abstract: | Industrial customer satisfaction is usually considered to be based upon the product's performance relative to expectations for those who participated in the purchase. Managers are concerned about customer satisfaction because of its expected effects on future purchases and word-of-mouth. This article presents the results of a study of customer satisfaction with both the product and the process by which it was chosen. Findings indicate that traditional perspectives concerning the effects of product satisfaction should be reconsidered. |
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