This document is a thesis submitted for the degree of Bachelor of Technology in Business Administration at VIT University. It examines the impact of customer satisfaction on business in a B2B context. The thesis includes an introduction outlining the objectives, motivation and background of the study. It provides context on the chemical industry globally and in India, and details about the company Enviros India. It also reviews relevant literature on topics like B2B marketing strategies, value co-creation, trust in global B2B services, and challenges of marketing in a global context.

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Impact of Customer Satisfaction on the Business :
A B2B Context
Submitted in partial fulfilment of the requirements for the degree of
Bachelor of Technology
in
Bachelor of Business Administration
by
Senior Professor
VIT, Vellore.
April,2019

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DECLARATION
I hereby declare that the thesis entitled “Impact of Customer Satisfaction on the
Business : A B2B Context" submitted by me, for the award of the degree of Bachelor
of Technology in Bachelor of Business Administration to VIT is a record of bonafide
work carried out by me under the supervision of Prof. Bhanu sree Reddy.
I further declare that the work reported in this thesis has not been submitted and will
not be submitted, either in part or in full,for the award of any other degree or diploma
in this institute or any other institute or university.
Place : Vellore
Date : 05.04.2019
Signature of the Candidate

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CERTIFICATE
This is to certify that the thesis entitled “Impact of Customer Satisfaction on the
Business : A B2B Context” submitted by Yallanti Sai Venkat(16BBA0020) of VIT
Business School,VITUniversity, for the award of the degree of Bachelorof Technology
in Bachelor of Business Administration, is a record of bonafide work carried out by
him under my supervision during the period, 01.12.2018 to 30.04.2019, as per the VIT
code of academic and research ethics.
The contents of this report have not been submitted and will not be submitted either
in part or in full, for the award of any other degree or diploma in this institute or any
other institute or university. The thesis fulfils the requirements and regulations of the
University and in my opinion meets the necessary standards for submission.
Place : Vellore
Date : 05.04.2019
Signature of the Guide
Internal Examiner External Examiner
Head of the Department
Bachelor of Business Administration

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Acknowledgement
I thank our Chancellor and Vice Presidents for providing an excellent environment and
infrastructure for successfully completing the program on Bachelor’s in business
administration.
I am grateful to our Vice-Chancellor and Pro vice Chancellor for being a great source of
inspiration and for constant motivation.
I thank our Dean-VITBS, Dr. SUBHASHREE P for providing all the required facilities for
completing the Project work. My sincere thanks to our beloved Program Coordinator, DR. M
RAJESH and other Faculty Members of VIT Business School, for shaping this Capstone project
work.
I would like to thank Mr. Pratab Baskar, Enviros India for permitting me to carry out the
project in the organization. I also thank the respondents and other employees for providing
me valuable data and guidance.
I thank my internal guide, Dr. Bhanu Sree Reddy for her contributions to this project and in
providing me with valuable points, kind co-operation and scholarly input for completing this
project.
Yallanti Sai Venkat
16BBA0020.

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1.Introduction:
1.1.Objectives:
 To Find Out the effects of Customer Satisfaction on customer Loyalty, Word of mouth,
Profitability of a B2B Company.
 To Find Out how communication with the company personnel effects customer
satisfaction.
 To Find Out the Importance of Customer Service in a B2B company.
 To Find Out the Importance of Customer Relationship in a B2B company.
1.2.Motivation:
Customer Satisfaction and customer Loyalty are the two major influences that has the direct
effect on the business and its sustainability. So, Companies should always try to satisfy their
customer needs and requirements. As a B2B company, it is even more important to satisfy
their needs which not only help the company business but should also improve their business.
This research identifies those factors that directly impact the customer satisfaction and their
loyalty to the company.
1.3.Background of the Study:
1.3.1.Introduction to Chemical Industry
Chemical Industry is widely spread and well-established industry in the world. The industry produces
various products like petrochemicals, consumer chemicals and other basic inorganics like sodium, nitric
acids and other polymers. Chemical industry also provides services such as Sewage treatment, Sea
Water purification, waste-water management system etc. Chemicals that producing from petrol are
Chemical alkanes, aromatic hydrocarbons and other polymers which are using widely all around the
world for various purposes. There are many companies which are contributing to the country economic
development as well as producing environmentally friendly products. They are playing key role in
protecting climate.

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1.3.2. Chemical Industry in the world and India’s Share
Chemical industry in India is fully diversified. It is producing different types of chemicals. It is
accounted for around 12.17 percent of Indian Exports and 9.91 percent for Imports in 2016. It is said
that India chemical industry is expected to grow its sales with around 214 Billion-dollar USD and will
reach 403 Billion-dollar USD at the end of 2025. After prime minister’s made in India and make in
India schemes,it is manufacturing more products than before because of ease of doing the business in
India became easy according to world bank reports. The policies for exports and other Incentives for
the Industry also become major cause for the Boost in the industry. Due to allowance of 100% FDI,
Domestic players cansufferwhich results in price alternations and loss for the companies. The chemical
Industry produces around 65000+ products which accounts for 13 percent of GNP. During the year
2016, Organic chemicals exports accounts for around 41.84 percent of total chemical products. The
Investments in R&D also surging year by year. Crude chemical technology is emerging rapidly all over
the world and investments are also surging. China is global leader in Chemical Industry due to more
availability of resources and drastic increase in investments than other countries.
1.3.3. About Enviros India
Enviros India is a process science engineering technology-oriented company dedicated to Industry
environment related issues with particular issue with particular reference to water and wastewater
treatment-reclamation-reuse activities. It undertakes projects generating high strength problematic
wastewaters. It is also involved in research activities related to environmental detoxification and
remedial studies. The company is operating in Sri Lanka, Bangladesh, Ethiopia and Australia.
VISION
To be a Globally challengeable and reputed Organization in the field of waterand waste watertreatment
with options for Reclamation and reuse activities for diversified Industrial sector.
MISSION
● Development and Diffusion of Industry oriented environmental Technologies.
● To provide Industry verticals, Quality services in designing and turnkey execution of water and
wastewater treatment plants.

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1.3.4. PRODUCTS THEY OFFER:
1. Treatment Modules
● Multi-facet designs for electrochemical reactors
● Hybrid combinations of various treatment and filtration modules
2. Polymers
● Poly Quaternary based water treatment coagulants
● Poly Quaternary based Waste water treatment coagulants and flocculants
3. Media Filters
● PSF
● Softeners
● Iron removal filters
● Organic Scavengers
4. Fine Filtration Modules
● Micron bag filters
● Auto-back washable screen filters
5. Cross flow membrane modules
● Micro filtration
● Ultrafiltration
● Nano filtration
● Reverse osmosis
● Sea water low pressure
● Sea water high pressure
1.3.5. SERVICES THEY OFFER:
● Pilot scale feasibility study
● Process and chemical Inventory
● Techno economic feasibility study
● Source reduction and waste Minimization
● Better water and waste water management practices

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1.3.6. SUPPLIERS
The Company mostly uses new advanced technology for its projects. So, they will buy the machinery
and other raw materials from top technology companies which offers them with best deals. The
remaining chemicals which they need for processing, they will buy from local vendors. There is no
fixed suppliers for the company.
1.3.7. CUSTOMERS
The company has various customers from different industries including from Pharmaceuticalindustry,
Textile Industry, Pesticides and dyes companies, Leather industry and food and beverage companies.
Some of the customers are:
● Arvind Ltd
● Loyal super fabrics
● Dhilip pvt Ltd
● Odyssey ltd, Bangladesh
● Bahirdar Textile share company, Ethiopia
● Remi Holdings ltd, Bangladesh
● Sree Krishna pharma Ltd
● Natco laboratories
● Nagarjuna Agri Chemicals
● Jay Jay Mills India pvt Ltd
1.3.8. COMPETITORS
Technology is the first competitor for the company. As the new advanced technologies are introduced
into the market frequently, the company has to adopt the latest technology to compete with others. The
company also has to change the processing methods frequently to sustain in the business. The top
competitors for the company are Vermigold ecotech, Green power systems, Greenobin, Arora Fibres,
KIS group etc.

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1.3.9. MARKETING ACTIVITIES
The company is B2B based. They will do completely Business to Business deals. They have various
Industrial companies as their customers. So, in order to maintain the customers, they need to have vast
networking around different people in different industries. The company is associated with National
Environment Engineering Research Institute and many other Organisations which provide them better
opportunities as a company. The company usually approach different companies and demonstrate the
company technology, Industrial advancements and their water waste management system. The
company has many branches all over the country as well as in different countries like Ethiopia, Sri
Lanka, Bangladesh etc. As the networking helps them a lot, their customers will know about them
through various channels like word of mouth, Company demonstrations through various channels
including personal selling, direct meetings etc. They do not do any Advertisements or any type of ads.
It is completely Directmarketing through Demonstrations, Direct meetings with company officials. The
company establishes a plot plant near the customer industry area and do the processing for them.
1.3.10.Promotional Mix:
Product can be a tangible good or a service that should fulfil the customers needs. Company
should always do market research and find out the needs and requirements of the customers.
Research and development should always be the primary priority for the company.
Technological advancement is very important for a company to sustain. Company should know
unique selling proposition. Products of the company should be unique and cost effective. The
products that the enviros India is offering to their customers are unique and technological
oriented. The company is mainly facing competition with most of the top-notch companies like
Tata and Vermigold ecotech. So, they should always provide customers with best product
solutions and pricing also place major role here.
Price is the money that the consumer is paying to use the company product. So, pricing plays
lot of role. Company will consider price of raw materials, cost of production, demand for the
product etc. As the company is facing lot of competition, the company should offer best unique
solutions to the customers or else they have to reduce the price of their offerings than their
competitors. Price of the product will have direct impact on supply and demand for the product,
profit margins and strategy for the market.

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Promotion includes various elements including personal selling, Online marketing,
advertising, email marketing etc. As a B2B company it is better to do personal selling, so the
company can directly interact with management of other company and can find out their needs
and requirements. The company should demonstrate their solutions to their client. Networking
also important for the company because it can bring new customers to the company.
Place is the target area where the company wants to offer their solutions. It is important for the
company to analyse the market that they are going to choose. The target market should be
suitable to the company and the offering of the company should fulfil the needs and
requirements of the customers. The company should also consider income levels etc. Enviros
India is operating in like Ethiopia, Sri Lanka, Bangladesh etc. These are developing countries where
the technology is very essential, and products should be unique and match local market needs.
1.4. Review of the Literature:
1) Strategy and Trends in B2B Business: Opportunities and Challenges - A Global Prospective
B2B marketing strategies is designed to help the marketers about the customer’s needs, creating
and delivering new products to the customers. B2B marketers need to build better customer markets and
also should have effective communication with the customers. Promotions will target the decision makers
choices. It is important for the marketers that the product offerings should be unique. There are three
important factors that revolutionizing b2b marketing that is technology innovations, entrepreneurial
revolution and the last one is marketing strategies and the activities.
2) Determining value co-creation opportunity in B2B services
In this research, there is a new technique that was devised to identify new opportunities for
value co-creation in B2B services. It is especially in IT enabled b2b services. There are seven
steps that are followed in the research to generate customer growth in a company. First step is
to determine the value measures to define the value criteria based on the value co-creation.
Based on that the marketer has to identify the metrics for value co-creation. Then data
collection starts to identify the customer needs and wants. Based on the analysis, offerings to
be made for the customers. The sixth step is assessing the current practices of value drivers and

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estimated practised value measures. The seven steps help in identify the value creation and
opportunity for service provider and the customer.
3) Marketing resource-capability complementarity and firm performance in B2B firms
The main purpose of the study is to find how B2B will be affected by Market orientation,
Resources and deployment in the market in customer level. They have used samples to collect
information from more than 250 B2B firms. They found out that market resources and
deployment mediate between market orientation and firm performance which usually
contributes partially to customers. Marketing resources mediate Marketing orientation and firm
level performance the most than others. Marketing Orientation enhances performance at firm
and customer level through marketing resources and marketing resource deployment indirectly.
4) Opportunities and opportunism with high-status B2B partners in emerging economies
The purpose of the study is to identify the potential for foreign B2B brands to do business
in emerging countries like India. There may be a lot of domestic businesses which are doing
well but due to globalization it may affect hard because the competitor’s technology and their
offerings. The methodology for the study is via collection of data from around 90 companies
operating in well developed nations. The research identifies that there are more chances for
foreign businesses to become success because of their local loyal customers like apple
customers because of their Socialization businesses. The main thing that foreign marketer
should consider before entering the market is local customer needs, competitiveness and
successful local firms.
5) Challenges and opportunities for servicesmarketers in a culturally diverse global marketplace
The objective of this study is to find out challenges and opportunities faced by service marketers
in modern markets where there is growing technology and new offerings daily. They have used
sample methods for collecting data not only from customers but also from employees and senior
management of big firms. They also took nine research papers where they find out the results from
it which is used as guide. From these papers they find out that the main biggest thing a company

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should do is to understand what customers exactly expecting from the company and also latest
trends that are following by the society.
6) Business-to-business marketing and globalization: two of a kind
The main aim of the study is to discuss the challenges faced by b2b marketing due to
globalization in various countries especially in emerging countries. This research also discusses
about International business. The research is based on literature review of various publications
which talks about B2B marketing as key factor. The findings of the research is that International
business and B2B marketing are inter-related which require various core competencies and
foundation of International business.
7) Trust determinants and outcomes in global B2B services
The purpose of this study is to determine the relationship between the buyers and suppliers
globally in B2B context. This research helps them in extend their relationship. The method they
used for collecting the data is through qualitative interviews. They analysed the data using
structural equation model. The research finds out that trust building behaviours and service
outcomes are must and should for a company to become successful. Trust have positive influe nce
on both the parties to do business and also shows royalty to the buyer and supplier. This research
showed interpersonal aspect of trust formation.
8) B2B e-marketplace: an e-marketing framework for B2B commerce
The main aim of this research is to provide the information about how e-market businesses are
doing e-marketing in global marketing place. This research especially helps small and medium
scale e-market businesses. It will provide advantage to the business over competitors and will
know to many people through internet. The research was conducted by studying various literatures
related to b2b e-market journals and were analysed. The findings of the research is that the internet
is reshaping the businesses techniques. The awareness for e-marketing businesses are growing
rapidly. It also helps in business exposing to the market place and to the society.

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9) Three challenging trends for marketing strategy – and B2B – doctoral education
The main purpose of this research is to share the researcher observation about the 3 trends that
are going to be challenges for marketing in b2b context and also for development for B2B
businesses. This research discusses about the marketing strategies that researcher observes through
his life.
10) Relationship-focused or deal focused? Building interpersonal bonds within B2B relationships
The main purpose of this study is to determine the gap for frame working activities and
resources used by various company to build and enhance between business. The methodology used
for the research is qualitative methodology and also through interviews from employees and senior
employees of various companies. A good relationship with the customers is as important as price
and quality of the product. Interpersonal relationship with the customers plays an important role
in developing and establishing the relationship with the employees. Face to face interviews and
meetings are must and should for a relationship focused business deal.
11) Business to business digital content marketing: marketers’ perceptions of best practice
The main aim of this research is to describe the importance of B2B digital marketing and
how it will be helpful to the businesses. B2B digital content marketing helps a business to grow
and gains attention from the customers. The methodology used for the research is through
interviews from more than 10 companies in developed nations. B2B content market will be
through social media, web pages and other web related attributes. The findings are as follows: The
marketer should mention how the offering is fulfilling customer need, marketers should not use
same tactics for every offering. Brand awareness and Brand building will always provide
advantage to the company.
12) E-marketplaces and the future of supply chain management: opportunities and
challenges
The main aim of the article is to share some of the challenges and opportunities that is faced
by e-market businesses in B2B as well as B2C context. Internet changed the customer experience
from what they need to how they choose, priorities. It helps in maintain strong buyer-seller

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relationship. It helps marketer to choose new markets or segments. It is true that Online supply
chain is going to boost the economy in the future. Integration, Security and anti-trust issues are
some of the challenges faced by the Industry. Online supply chain will be effective and cost
effective. These attributes will be helpful for E-market businesses.
13) The evolution of an evolutionary perspective on B2B business
The main purpose of this research is to review day-to-day developments in B2B businesses
and also to find out the relations and networks that happens in b2b businesses for evolutionary
perspective. The approach used for this research is complexity theory. The networks and relations
in b2b businesses is increasing that allows the marketers business to explore more and choose new
markets to provide their offerings. B2B business are developing frequently by following new
processing’s and developing new products.
14) A decision-support system for business-to-business marketing
The main aim of this research is to review the later decision-making process in B2B markets
and also helps in proposing new techniques for decision making with the help of customer-
relationship management. The methodology used for the research is through collecting findings
from various articles related to b2b context. The approach used for the research is analytical and
conceptual approach. There are four steps that every marketer should follow. First step is to
identify the right market and differentiate them based on their preference. Third step is to interact
with existing customers and identify latest trends and final step is to customize the existing offering
or produce new offering.
15) Dispersion of marketing activities in business-to-business firms
The purpose of this research is to find out the manifestations and the effects of the dispersion
of marketing activities in B2B companies. The research was conducted in various German B2B
companies through qualitative analysis and online questionnaire method. The findings of the
research are that the dispersion changes from company to company based on their market
activities. The cluster analysis is also used by the researcher to find out the dispersion. The
marketing strategies should focus on business units that are established in a company.

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16) Multiple stakeholders and B2B branding in emerging markets
The main purpose of the research is to find out the various perceptions about b2b activities
that are followed by b2b marketers. The researcher took a case study to review and find out about
brand value and other activities that are contributed through various activities by various senior
level managers, employees and end-customers. Even though local managers and others contributes
to brand value of the company, senior managers don't utilize them. This research helps in
maintaining the relationship between senior employees and other stakeholders.
17) Being known or being one of many: the need for brand management for business-to-
business (B2B) companies
The main purpose of this research is to determine need of brand management in B2B
companies. This is determined by the performance of the stock. The methodology used for the
research is through both qualitative and quantitative research and also a survey. When a company,
brand strategy, brand performance is good then automatically company will perform well. Brand
focus can help a company to improve its performance. These attributes are positively related with
performance of the stock.
18) The role of channel orientation in B2B technology adoption
The main purpose of the research is developing a well develop understanding of various issues that
an organization can consider while making the decisions to adopt new technologies for b2b markets. This
methodology used for this research is qualitative approach to collect and analyse the data. Further the
researcher used a multi-stage process to analyse the data. The findings state that the technology is highly
influenced from marketing channel orientation.
19) Achieving market segmentation from B2B sectorisation
The creation of target market strategy is the main factor that leads to make good business.
The main goal of this research is to provide a solution for the marketers that evolves from
organisation existing criteria. The approach used for this research is to make the company group
classification to reflect on the customer group classification schemes. There are six stages

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researcher identified in order to sustain in the business. The first stage is to convene a team to
focus on the customer followed by describing the current customer group and analysing the
customers and their buying behaviours. The fourth stage is to be segmenting the customer group
and re-aggregate the customer groups. The final stage is to be selecting the segment to target by
the marketer and develop schemes to sustain in the market.
20) The value of B2B relationships
The main purpose of this research is to provide the knowledge to the marketer about how
important is relationship with customer and Laos commitment to the business, trust, loyalty from the
customers. The methodology for the research is by qualitative analysis and also through ad hoc survey
using a structured questionnaire. Structural equation modelling is used for analysis. It is found out in the
findings that relationship value has good influence on trust, commitment and loyalty from the customers.
Loyalty is result from good effect of supplier satisfaction.
21) Business-to-Business Buying: Challenges and Opportunities
There are four main aspects that reflect as challenges and opportunities for the B2B buying.
The changing landscape of b2b buying, the increasing sophistication of sellers, the impact of
technological changes and the increasing importance and growth of emerging markets. The
decision making for buying a product is changing due to globalization and with lot of
alternatives. Due to the lot of experience in the businesses, sellers are looking for collaborative
and unique solutions with minimal costs. Technological changes play a major role in buying
decisions. Advancing in technology and process provide competitive advantage for the seller.
Emerging markets is the vast opportunity for the businesses as there will be some lack of
resources and technological advances, if a manufacturer produce some product that is far
advanced then it will generate more sales for the seller. There also will be lack of resources
where a country with that type of resources can benefit from that.
22) The future of B2B marketing theory: A historical and prospective analysis
There are 6 main factors that a marketer should do to sustain in business to business :
Innovation, Customer Journey, Relationship value, Data Analytics, Technology, Revenue
growth. The methodology used for the research is Delphi-method. The research concludes that

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among above 6 factors, some of them are more relevant than others in some areas. It shows
that the results contribute to concentre research scope and consequently lead to bringing closer
B2B marketers to scientific research. Innovation and technology are inter-related because
innovation starts from new technological processes. New-offerings will always decrease
market share of existing players in the market.
23) A LITERATURE REVIEW AND FUTURE AGENDA FOR B2B BRANDING: CHALLENGES OF BRANDING IN A B2B
CONTEXT
The main purpose of this research is to examine and assess business branding and to determine
further refinement is needed. It is important to determine what level of product or company branding is
important for buyers in determining purchase criteria. Astrong corporate brand will provide customers with
positive perceptions and what the company should be associated with. The characteristics of buying will
be affected branding in making the purchase decision.
24) Traditional versus Online Marketing for B2B Organizations
The research analysis how traditional marketing apply to b2b organizations that also deals
Online marketing and also relates Traditional and Online marketing and provides insights for
the marketer. The rapid evolving of technologies is reshaping the ways for company to operate.
In the world where everything is related to technology, traditional approaches still plays major
role in a company’s growth. Even Though the company goes for online marketing, it should
follow traditional approaches in order to gain local customers and vendors attention because
there is less possibility for a marketing approach to reach to all customers in the market. So,
both of them are interrelated.
25) Opportunities and Challenges in Emerging markets : B2B Context
The main purpose of the research is to find out the challenges and opportunities that are faced
by b2b companies in industrial market in an emerging market. The methodology for the
research is by interviewing the company personnel and SLEPT analysis. A company that is
successful in a foreign market may not be successful in a emerging market, they should know
the local market needs and wants. Government in emerging market will also provide some
incentives and business friendly policies to the companies. Biggest opportunity for the

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companies in emerging markets like India is the big reserve of people came from engineering
background. Challenges are providing training programs to the employees for better processes
which are time consuming and money consuming. Rapid economic development is also a major
challenge for the companies. Resources are also less in the emerging markets.
1.5. Conceptual Diagram of the study:
Price of the product: Price of the Product is very important for the company to determine.
The company needs to consider cost of the production, Raw materials cost, Competitors pricing
and it should be a cost-effective product. If the price is higher than the others, then it’s must
should be market-driven product which should obviously unique than others. It should be
technologically advanced. The reason for price to be independent variable is because it can be
easily modified or controlled.

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Responsiveness from the company : It is an important area where a B2B company has to
focus a lot. As most of the deals in the company is Relationship focused, company has to be
always responsive to the clients. They have to provide them with better service. Company
personnel should always to be more interactive with the clients and they also should provide
them with better solutions. Company should inform them about the new technology and R&D
solutions.
Responsiveness from the company : It is an important area where a B2B company has to
focus a lot. As most of the deals in the company is Relationship focused, company has to be
always responsive to the clients. They have to provide them with better service. Company
personnel should always to be more interactive with the clients and they also should provide
them with better solutions. Company should inform them about the new technology and R&D
solutions.
Product/service Issue resolving: As the company provide them with better advanced
technologies, it is possible to have some issues that has to be resolved. So, when clients inform
these issues to the company, they have resolved these as soon as possible. They have to be
taken care of these issues and make sure it doesn’t happen again because it directly affects the
customer satisfaction.
Technological Orientation of the products: Technology plays a prominent role in building a
new product. Company has to opt advanced technology in order to sustain in the business.
Company technology should also be unique than others. The company has to test new test
standards. The company also should collect from the clients about the technology and what
they are expecting from the company. Based on the requirements from the clients, company
has to fulfil these needs with new advanced technology.
Customer Satisfaction : Customer satisfaction is very important for a business. It is one of the
factors that influences the sustainability in the business. Customer satisfaction has the direct
effect on customer loyalty. Customer satisfies from the technology the company is providing,

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Responsiveness from the company personnel and also from how fast the company is resolving
the issues. Customer satisfaction will also be influenced by the price of the product,
Competitiveness, service by the company.
Customer Loyalty : Customer loyalty is based on the influence that can be happened from the
best responsiveness and experience from the company. If the company is offering better
products which is fulfilling the client’s requirements, then the client becomes loyal to the
company and will come back to the company for future projects. Customer loyalty is majorly
influenced by customer satisfaction.
Word-of-mouth : Word-of-mouth is shared by existing customers of the company to new
customers only based on their experience and customer satisfaction. One will not recommend
someone without being satisfied. On order to reach this position, Company has to always
provide best experiences to the clients. The customer should satisfy with the technology that
the company is offering him, price of the offerings, relationship with company personnel and
also based on their expectations from future products. If the word-of-mouth is success for a
B2B company, then will be one of the factors that influences their sustainability in the business.
1.6. Project Description and Goals :
Customer satisfaction will have its impact on various areas in the business-like profitability of
the company and its sustainability etc. It further leads to customer loyalty where customer
became loyal to the brand and will comeback to the company for future projects. Those clients
will also recommend the company to others. So, new customers will come to the company
through these kinds of word-of-mouth. These factors will help the company in long-run. The
main objective of a company should get customer loyalty from their clients.
 To make sure that the company able to gain loyalty from its customers.
 To provide solutions to the company for providing better services to their clients.

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2. Methodology for the study:
2.1. Type of the Study:
The research design used for this study is descriptive research. It is used to collect the data
to do qualitative analysis of a particular customers on a study. It can be used without changing
any of the variables in the research. The studies that will takes place under descriptive analysis
are completely observational, not experimental.
2.2.Tools used for the Study:
The Tool used for the research is questionnaire method. For analysing the data, IBM SPSS
STATISTICS software is used. SPSS is widely used for analysing the data by various
researchers around the world. It is very flexible and gives accurate values for the data. It will
automatically import various variables and data set values which will help researchers to do
the analysis easily. It will find the accurate relation between various variables and also provide
various graphs to show covariance and regression.

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3.Sampling Design:
3.1.Method of Sampling:
Convenient sampling has been used for this study. It is non-probability technique. The
researcher considers only the proximity of population that is available to him and it doesn't
represent the entire population. Under Convenient sampling, survey method will be used for
the research.
Survey method has been chosen under convenient sampling because it is very flexible as it is
can be collected directly, Online method or email surveys. It can be easily collected from the
large population and it will be more accurate for best targeted results.
3.2.Sample Size:
The data is collected from a total of 100 respondents through questionnaire.
3.3. Source for Data Collection:
As it is a B2B company, the clients for the company are from various Industries. The company
deals with Pharmaceutical industry, Textile Industry, Pesticides and dyes companies, Leather
industry and food and beverage companies. So, the data which are using for the research is
from various companies of these industries and also from various dealers for whom the
company is supplying raw materials and technological solution.
3.4. Constraints:
The data that is collected from the people who are conveniently available, so it doesn’t
represent the entire population. As there are number of B2B companies, only chemical Industry
is chosen. The clients also may be cautious because they are directly doing business with the
company.

23. 23
4.Analysis and Interpretation:
4.1.Correlation
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
 The Pearson correlation value between Customer satisfaction and price is 0.735 which is
strongly positively correlated.
 The Pearson correlation value between Customer satisfaction and Technology orientation
of products is 0.638 which is strongly positively correlated.
 The Pearson correlation value between Customer satisfaction and product issue resolving
is 0.487 which is moderately positively correlated.
 The Pearson correlation value between Customer satisfaction and product Responsiveness
from company is 0.809 which is strongly positively correlated.

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 The Pearson correlation value between Price and Technology Orientation of product is
0.562 which is moderately positively correlated.
 The Pearson correlation value between Price and product issue resolving from company
is 0.446 which is moderately positively correlated.
 The Pearson correlation value between Price and product Responsiveness from company
is 0.754 which is strongly positively correlated.
 The Pearson correlation value between Technology orientation of products and product
Issue resolving is 0.576 which is moderately positively correlated.
 The Pearson correlation value between Technology orientation of products and product
Responsiveness from company is 0.647 which is strongly positively correlated.
 The Pearson correlation value between product Issue resolving and Responsiveness from
company is 0.484 which is moderately positively correlated.
4.2.Regression:
Coefficients
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 3.521 .807 4.361 .000
Price .333 .106 .277 3.146 .002
TechnologyOrientation of
products
.165 .089 .150 1.858 .066
Productissueresolving .049 .082 .042 .596 .553
Responsiveness from
company
.544 .108 .479 5.047 .000
a. Dependent Variable: Customer satisfaction
Responsiveness from the company has the most influence on Customer satisfaction with 0.544
coefficient value. It is quite understandable because clients expect company personnel to be

25. 25
always responsive and help them in improving their business. It has the significant value of
0.000 which is very less than expected value of 0.005. The beta co-efficient value for this
dimension is 0.479 and t- statistical value is 5.047 while remaining variables which has value
more than 0.005 are insignificant and not accepted.
Customer Loyalty:
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
 The Pearson correlation value between Customer Loyalty and price is -0.241 which is
Weakly negatively correlated.

26. 26
 The Pearson correlation value between Customer Loyalty and Technology orientation of
products is 0.538 which is Moderately positively correlated.
 The Pearson correlation value between Customer Loyalty and Product Issue Resolving is
0.444 which is Moderately positively correlated.
 The Pearson correlation value between Customer Loyalty and Responsiveness from
company is 0.833 which is Strongly positively correlated.
 The Pearson correlation value between Price and Technology orientation of products is
0.421 which is Moderately positively correlated.
 The Pearson correlation value between Price and Product Issue Resolving is 0.373 which
is Moderately positively correlated.
 The Pearson correlation value between Price and Responsiveness from company is 0.765
which is strongly positively correlated.
 The Pearson correlation value between Technology orientation of products and Product
Issue Resolving is 0.599 which is Moderately positively correlated.
 The Pearson correlation value between Technology orientation of products and Product
Issue Resolving is 0.579 which is Moderately positively correlated.
 The Pearson correlation value between Product Issue Resolving and Responsiveness from
company is 0.432 which is Moderately positively correlated.

27. 27
4.3. Standard Deviation:
Customer satisfaction
SL.NO Customer Satisfaction MEAN STANDARD
DEVIATION
1 I am satisfied with the company Representatives 3.93 1.05
2 In comparison to how you felt about the
company before the project, what is the
interpretation of completing the project with the
company?
3.49 0.59
3 On overall basis how satisfied or Dissatisfied are
you with the company?
3.90 1.01
4 I am satisfied with the way the company conduct
the business
3.64 1.14
5 I feel satisfied with the interactions with the
management
3.76 1.05
Total 3.74 2.55
It can be understood from the analysis that customers of the company are satisfied with company
representatives. They are also satisfied with the company and the way they are doing the business.
As a B2B company, interactions with the management are very important and from this analysis
we can say the clients are quite satisfied. They also felt that very satisfied after completion of
project.
Customer Loyalty :
SL.NO
Customer Loyalty
MEAN STANDARD
DEVIATION
1 Will you come back to the
company for future products?
2.02
2 Will you recommend our products
or services to others?
1.83
3 Do you feel Loyal to our
Company?
2.11
Total 1.98 0.67

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It can be understood that only few of the companies told that they will come back to the company
again because many of the people don’t feel that loyal to the company. A very few people told that
they will recommend this company to the others.
Price
SL.NO Price MEAN STANDARD
DEVIATION
1 State the level of Importance of
pricing while Purchasing new
Technology from the company
4.02 1.12
2 How would you rate the
competitiveness of our
products/services for best value of
price
3.61 1.14
3 I will buy your solutions even if
you increase the pricing of your
product
3.81 1.07
Total 3.81 2.13
The findings of this analysis are that the many customers felt that pricing is not a factor when
buying a new technology because they think that technological advancement is more important
than price. They also said that products are best value for the price. They will also buy the products
from the company, if the technology is advanced.
Technology Orientation of products
SL.NO
Technology Orientation of
products
MEAN STANDARD
DEVIATION
1 I will purchase the solutions of
your company even if lower priced
products are available because of
the technology
4.01 0.95
2 How Satisfied are you with our
Technology?
3.83 1.06
3 Rate the technological attribute in
the company.
3.58 1.19

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4 Rate the Research & Development
in technological products
3.62 1.21
Total 3.76 2.34
As a Company that is dealing with other company, technology plays a major role in sustaining the
business. It is found out that customers will buy products even if other price alternatives are
available. Majority of the customers with technology of the company. It is said that company is
doing lot of R&D to provide best solutions to the clients.
Product/service issue Resolving
SL.NO Product/service issue Resolving MEAN STANDARD
DEVIATION
1 How fast the issues of
products/services will be resolved?
3.70 1.18
2 Rank the Post-Purchase support
service
3.26 1.28
3 Rank the Issue-resolution attribute
in the company
3.27 1.24
Total 3.41 2.21
There will be lot of issues with products. It is quite normal in technological companies. So,
resolving the issues as soon as possible is important. It is found out that issues are resolving as
soon as it is informed to the company with little bit of delay. Post purchase services are also better
in the company, company representatives are providing better guidance for improvement of
client’s business.
Responsiveness from the company
SL.NO Responsiveness from the
company
MEAN STANDARD
DEVIATION
1 I am satisfied with the
responsiveness from company
personnel
3.69 1.13
2 I am satisfied with the
Responsiveness from service
technicians
3.89 1.07

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3 I feel satisfied with the company
efforts to meet communication
needs
3.75 1.09
Total 3.77 2.27
It is important to respond to clients on whatever issues or doubts they have. Company personnel
should respond to clients frequently and should improve their business. It is found that company
personnel and service technicians are quite responsive to clients and many of the clients are
satisfied with their relationship with company personnel.
4.4.Effect of Customer Satisfaction on Customer Loyalty:
Correlations
Customer
loyalty
Customer
satisfaction
Customer loyalty Pearson Correlation 1 -.197*
Sig. (2-tailed) .050
N 100 100
Customer satisfaction Pearson Correlation -.197*
1
Sig. (2-tailed) .050
N 100 100
*. Correlation is significantatthe 0.05 level (2-tailed).
 The Pearson Correlation value between Customer satisfaction and Customer Loyalty is
-0.197 which is weakly negatively correlated.

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Regression :
Coefficients
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 6.308 .898 7.021 .000
Customer satisfaction -.128 .064 -.197 -1.986 .050

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5. Findings and Conclusion:
5.1. Findings:
Customer Satisfaction will have the direct effect on the business especially in a B2B company.
Based on the analysis, it is found out that price, Responsiveness from the company, Technology
orientation of products has the most influence on customer satisfaction which was found out
using correlation whereas product issue resolving has the moderate influence.
Whereas Responsiveness has most influence on customer loyalty. Technology orientation of
products, Product issue resolving has moderate influence because customers felt that it need to
be improvised a little bit. Price of the product has the least influence on customer loyalty.
It has been found out that most of the clients are well satisfied with company and also satisfied
with the way company doing business. Customer loyalty is not a greatest influencer here by
the independent variables. Most of the customers are satisfied with pricing model of the
company. Many of the clients told that they will choose the company solutions even if there
are lower price alternatives available for the clients, if the company has better technological
solutions.
It has been found out that technology of the well advanced and the company also investing a
lot on Research and Development of new technology. If the technology is advanced, the clients
will not go to other companies for lower price alternatives for future projects.
Clients of the company are highly satisfied with the company responsiveness and
product/service issue resolving factors. These two factors have direct effect on the customer
satisfaction. Company should always responsive to the clients and should help them in
improving their Business. They should also try to resolve the issues as soon as possible.
5.2. Suggestions:
The company need to improve their way of doing business in some areas like in Product issue
resolving. Many clients felt that they are resolving the issues, but it is getting little bit delay.
B2B companies should always try to resolve these issues as fast as possible because it will
affect their production. Company should perform well in order to gain customer loyalty. In this
company, they need to improvise in this field as much as they can because clients need to come
back to the company for their future projects. If the company get the loyalty from the clients

33. 33
Then they will recommend the company products to others. So that company will sustain in
the business in future. Many clients stated that the company technology is advanced, but they
should still try to do a lot Research Development, so it can reach its benchmark companies like
Tata, Vermigold ecotech, KIS group etc.