Buyers' satisfaction and strategic positioning in B2B: a proposal for the application of survey's results in strategic conception

Authors

  • Márcio Roberto Moran
  • Marco Antônio Silva
  • Neilson Carlos Ramalho
  • Maria Aparecida Gouvêa

Keywords:

Buyers"™ satisfaction, Strategic positioning, Cluster analysis, B2B markets

Abstract

This research identifies attributes of satisfaction that most discriminate buyers’ clusters for flat glass processing machines and also different groups of buyers from the perspective of satisfaction on products purchased. Primarily, however, this paper proposes the use of a tool that facilitates the identification of a strategic positioning to be adopted by companies that have customer satisfaction surveys results. At the methodological level, this is an exploratory and descriptive study, conducted from a sample of 138 cases, by Cluster Analysis. The accomplishments of this study, thus, contribute to the advancement of knowledge on sectors unexplored in scientific business literature and broaden discussion on the relevance of satisfaction surveys in strategies conception processes.

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How to Cite

Moran, M. R., Silva, M. A., Ramalho, N. C., & Gouvêa, M. A. (2014). Buyers’ satisfaction and strategic positioning in B2B: a proposal for the application of survey’s results in strategic conception. Latin American Journal of Business Management, 4(2). Retrieved from https://lajbm.com.br/index.php/journal/article/view/171

Issue

Vol. 4 No. 2 (2013)

Section

Articles

License

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