Getting to Know Them: The Effect of Customer Experience in a Business-to-Business Market

Suzan Burton, John Roberts, Simon Sheather

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


In business to business markets users are typically very experienced with the product or service. This study examines the effect of different levels of experience on satisfaction judgements, and on subsequent word of mouth intention in a business to business market. It finds that customer experience has an additive effect on disconfirmation of expectations. At any level of disconfirmation of expectations, more experienced customers were more satisfied. It also finds an interaction between experience and satisfaction in predicting word of mouth. At lower levels of satisfaction, more experienced customers were much less willing to recommend the service.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
Number of pages4
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.


  • Business Market
  • Consumer Research
  • Customer Satisfaction
  • Experienced Customer
  • Repurchase Intention

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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