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The joint effect of buyer-supplier interaction and service complexity on B2B buyer satisfaction

Published Online:pp 455-477https://doi.org/10.1504/IJSTM.2020.110368

This study investigates the influence of interaction frequency between service providers and business-to-business (B2B) buyers on buyer satisfaction, taking into account technological services of varying degrees of complexity. Simply put, interaction frequency is moderated by service complexity. Higher levels of service complexity require more interactions between service providers and B2B buyers so that they can exchange information and prepare for service co-production. Data were collected from 228 B2B buyers of telecommunications services in Brazil. The results show that buyer satisfaction is associated with low and medium levels of service complexity and interaction frequency; however, high levels of these variables were not found.

Keywords

service complexity, interaction frequency, business-to-business, B2B, technological services