Raišys, Simonas Juozapas

Research on customer experience in B2B services remains fragmented, with existing studies typically examining isolated elements and offering limited insight into how customer experience is structured as a whole. The present study addresses this gap through a systematic literature review conducted under PRISMA guidelines. A comprehensive review of 21 peer-reviewed studies was conducted to identify constructs of customer experience in business-to-business (B2B) services. Through rigorous analytical organization, these constructs have been categorized into five interconnected groupings: antecedents, components, consequences, mediators, and moderators. The study’s principal contribution is the development of an evidence-based integrative map that synthesises these categories and visualizes their interdependencies, conceptualizing B2B customer experience as an interconnected phenomenon rather than a set of independent factors. The findings are presented through an explicit integrative map and a simplified structural representation, offering fidelity to existing research and analytical clarity. By revealing conceptual overlaps, missing links, and inconsistent use of constructs across prior research, the study clarifies internal structure and boundaries of the B2B customer experience construct. The findings provide a structured foundation for future empirical research and support a more coherent approach to managing customer experience in B2B service contexts.

Purpose – Basing on theoretical analysis, the paper aims to reveal the challenges of customer satisfaction evaluation in the context of business-to-business model. The authors analyze academic insights on business-to- business (B2B) and business-to-customer (B2C) models, their interpretation and reveal the reasons for uniform model of customer satisfaction assessment lacking and offer solutions to find solutions to these challenges. Design/methodology/approach – The research paper stands for a qualitative research approach, which compounds qualitative content analysis and synthesis of scientific literature and conceptual modeling. The conceptual modeling part follows a simplified Robinson (2008a, 2008b, 2015) conceptual modeling framework and logic of Logical data flow diagrams (DFDs). Findings – The article showed that traditional service quality evaluation models have considerable content differences between criteria proposed in those models and cover only high-level needs and limited evaluation perspectives to compare to the existing modern business environment and practical needs in service quality assessment and management. Also, notable differences of focus area (organization, product/service or customer) between traditional and other service quality evaluation models impose uncertainty for businesses in practice, making it hard to assess what criteria to follow when aiming to improve customer satisfaction. Research limitations/implications – The research paper has both methodological and theoretical limitations, which should be considered as future research directions and improvements. Methodologically, the paper is missing a more comprehensive literature review of the theoretical background and relationships between B2B and service quality models as well as a bibliometric analysis of these research domains' outcomes and dynamics. From a theoretical content perspective, continuous semantical analysis is required by performing a comparative type of analysis of the existing legal base and legal interpretations of key terms in B2B, service quality, and customer satisfaction research domains as well as research subject analysis from customer’s perspective. Practical implications – The conducted analysis resulted in critical theoretical findings and conceptual models towards management and measurement of modern customer satisfaction, loyalty, and service quality within B2B operational models. These findings can be implied as a standpoint both for future scientific research and practical discussion within quality assurance managers and specialists. Originality/Value – Customer satisfaction assessment guidelines are sparse in academic literature since there are lots of ambiguities when discussing customer position and needs in accordance with business relationship models (e. g. B2B, B2C). This paper essentially seeks to find answers to such issues as how a uniform B2B customer satisfaction assessment model may be built which would respond to the customer's needs and would also allow the organization to respond to changing market by meeting organization-centered service quality criteria.

Social Transformations in Contemporary Society, 2022 (10) ISSN 2345-0126 (online) 18 METHODOLOGICAL ASPECTS OF CUSTOMER SATISFACTION SURVEYS: HOW IMPORTANT ARE RESPONDENT SELECTION CRITERIA? Simonas Juozapas Raišys Mykolas Romeris University, Lithuania simonas.raisys@gmail.com Abstract Purpose – Based on theoretical analysis and case review, the paper aims to reveal the challenges of respondent selection criteria for customer satisfaction research. In this paper, academic literature of qualitative and qualitative-quantitative research is analyzed and interpreted, revealing the importance of respondent selection criteria for customer satisfaction surveys. Design/methodology/approach – The research paper is based on qualitative content analysis, synthesis of academic literature, and comparative method. Finding – The paper showed that carefully considered, selected, and validated respondent selection criteria are essential for obtaining increased accuracy of customer satisfaction survey results. Research limitations/implications – This paper has potential limitations due to lacking bibliometric analysis of qualitative survey methodologies as well as more thorough academic literature analysis of interlinkage between respondent selection criteria and the accuracy of survey results. Findings of this paper require to be verified in a wider selection of customer satisfaction surveys. Practical implications – The conducted analysis resulted in significant findings towards reliability and consistency evaluation of customer satisfactions surveys. Findings can also be applied in practice during qualitative, survey based interviews, related to other areas than customer satisfaction. Originality/Value – To ensure that the survey is not filled out randomly, but it is filled in thoughtfully, and that the findings are meaningful, researchers need to select respondents carefully, with a set of selection criteria. Respondent selection is one of the key aspects of qualitative survey and is widely discussed in academic literature. The analysis of a set of qualitative customer satisfaction surveys has shown that respondents sometimes lack consistency in their answers, which may result in ambiguities of survey results. Therefore, respondent selection criteria are crucial for survey quality and significance of the results. In this paper, the importance of respondent selection criteria is demonstrated with the help of a qualitative-quantitative survey method AHP (Analytic Hierarchic Process). The potential challenges and limitations that interfere with the obtainment of meaningful results in customer satisfaction surveys are discussed.