Modelling Customer Satisfaction for Business Services

Abstract Research in the area of business services, which include marketing research companies, advertising agencies and consulting firms, has concentrated on service quality, relationship quality, and overall customer satisfaction. In some of the best known models which connect these concepts, customer satisfaction is modelled as a function of customer expectations and perceived quality. Little research has been done, however, to explain the development of relationships between businesses and business services over time. Additionally, research in …

…It would be too costly for the company to consider another agency at this moment. (1 = strongly disagree, 7 = strongly agree) x5:__I do not have the necessary time to reconsider our selection of the advertising agency at the moment. (1 = strongly disagree, 7 = strongly agree) x6:__Our company has been used to working with this agency. (1 = strongly disagree, 7 = strongly agree) Loyalty: y7:__ It is likely that we will contract another project with this agency. (1 = strongly disagree, 7 = strongly agree)