VERIFYING IMPACTS OF B2B SERVICE QUALITY ON PURCHASER-SELLER RELATIONSHIP PERFORMANCE IN PUBLIC ORGANIZATIONS BY CONSIDERING MEDIATOR ROLE OF SATISFACTION WITH BRAND RELATIONSHIPS AND PERFORMANCE - CASE STUDY: MEDICAL EQUIPMENT INDUSTRY
Keywords:
B2B brand performance, B2B service quality, relationship performance, relationship satisfaction, medical and treatment equipmentAbstract
The goal of this research is reviewing impacts of B2B service quality on relationship satisfaction and performance by considering mediator role of brand performance in B2B environment. The population is all CEOs of medical and treatment equipment industry; 147 persons have been selected by random sampling. The results showed that there is a positive and significant relationship between B2B service quality and brand performance, satisfaction with purchaser-seller relationship and relationship performance. Also, brand performance plays a significant mediator role in B2B service quality and relationship performance. And finally, customer-seller relationship satisfaction had a significant mediator impact on brand performance and relationship performance. Also, the pattern of B2B service quality influence on relationship satisfaction, brand performance and relationship performance has proper and acceptable fitting.
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