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

• Autor(a) principal: Moran, Márcio Roberto
• Data de Publicação: 2014
• Outros Autores: Silva, Marco Antônio, Ramalho, Neilson Carlos, Gouvêa, Maria Aparecida
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Latin American Journal of Business Management
• Texto Completo: https://www.lajbm.com.br/index.php/journal/article/view/171
• topic: Buyers"™ satisfaction; Strategic positioning; Cluster analysis; B2B markets; Satisfação de compradores; Posicionamento estratégico; Análise de conglomerados; Mercados industriais

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.