Firm downsizing and satisfaction among United States and European customers

W. Biemans, J. Lewin, W. ULAGA

Journal of Business Research

July 2010, vol. 63, n°7, pp.697-706

Departments: Marketing

Keywords: Value, Satisfaction, Loyalty, Downsizing, Cultural differences

This study examines the impact that downsizing of suppliers' sales and support personnel has on business customers' satisfaction. The study investigates what influence cultural differences may have on business customers' evaluations of satisfaction with and loyalty toward downsized suppliers. Survey data collected from 435 purchasing professionals in the United States, France, and The Netherlands provide answers to these research questions. Findings indicate that business customers are not satisfied with downsized suppliers' performance. However the results relating to cultural influence are mixed. This report suggests possibilities for future research efforts in this area