Quality, Satisfaction and Loyalty in BtoB Relationship s: an Empirical Study of the Electric Power Industry

Abstract

Costumer relationship and the comprehension of their behavior is a crucial factor for efficient market performance. A web survey was conducted to evaluate the impact of perceived quality upon attitudes and behavioral intentions of electrical power consumers. The model was evaluated using structural equation techniques. The survey was performed among 922 commercial and industrial consumers. We verified that Commitment, with Value (and Perceived Quality), Satisfaction and Confidence as its antecedents, should be monitored and incremented. The hypothesis that quality determines the satisfaction of the concessionaire’s customers was confirmed, as Satisfaction exerts significant impact upon behavioral intentions of customers regarding the concessionaire. This research contributes by proposing a marketing relationship model in a BtoB context, a semi-monopoly scenario (which is rare). In addition, it suggests actions and quality variables considered by customers in their company evaluations, indicating important managerial implications.