The paper "Service Quality and Customer Satisfaction" is a good example of a literature review on marketing. As a crucial determinant of organizational performance, quality of the service or product remains at the lead of the marketing literature. Hutt and Speh (2002) are of the opinion that service providers perception of quality is of little relevance compared with customer’ s perceptions, and good service, therefore, results when the service provider meets or exceeds customer’ s expectations. Specifically, service quality in B2B businesses has been the key competing factor. Welsh (2012) reported a survey that revealed how drivers have a preference of dealer service over other shops simply because of their superior services.
In that understanding, it is apparent that service firms should carefully position themselves so that their customers expect a little less than the company can actually deliver. Therefore, B2B business practitioners are enthusiastic about precisely measuring perceived quality as a way of understanding its important antecedents and effects and, eventually, techniques of enhancing quality to attain competitive position and create customer satisfaction. Due to the fact that customer satisfaction is linked to customer loyalty, leading service companies cautiously measure and keep an eye on customer satisfaction.
One of the common methods used to measure customer satisfaction is a survey. Hutt and Speh (2002) observed how Xerox surveys more than 400,000 customers as regards to product and service satisfaction where they employ a 5-point scale. The outcome of the survey revealed that satisfied customers were most likely to repurchase the firm’ s products. Through market research, organizations have also been able to determine the extent to which their customers are satisfied in regard to the services or products offered.
For B2B, the use of the internet as the tool for their marketing research has particularly been effective especially if their websites are designed appropriately. This platform allows the firm to cover a wider customer base at the lowest cost possible.