1.3 Conceptual research model.

To fulfil my research, I have reflected my logical and sequential steps in a conceptual model of research. See figure 2. With my research I aim to recommend a corporate customer satisfaction model and an advice for further improvement on the design of the corporate customer satisfaction of B2B organisations. To this end, causal models are assessed and compared on the bases of the criteria and antecedents of customer loyalty.

Figure 2 Conceptual research model.

This conceptual model can be formulated as follows: Study of scientific theories and concepts of customer satisfaction, study of academic papers, thesis and dissertations, criteria to evaluate and compare the current cause and effect customer satisfaction models on which models can examined. In the research the emphasis lays on customer satisfaction and antecedents where the Rovaha brand equity (RBE) model (Ronald van Haaften, 2008) applies see figure 3.

The RBE model is used to classify the collected data onto the criteria and to keep the research synoptic. The four sequential RBE steps provide a functional platform to identify the factors and criteria within different perspectives.

Figure 3 Rovaha brand equity model (RBE model).