1.2.3 Central questions.

In continuation on the objective, a conceptual model has been formed and three central questions have been formulated with additional sub questions:

  1. Which are the criteria for appraisal of customer satisfaction and how to classify these into antecedents?
    • 1.1. Which general characteristics of customer satisfaction can be defined?
    • 1.2. Which criteria can be drawn from the theory of customer satisfaction?
    • 1.3. How to classify the criteria of customer satisfaction into antecedents?
  2. Which are the interdependencies of customer satisfaction models?
    • 2.1. To what extent do causal customer satisfaction models meet the assessed criteria and antecedents?
    • 2.2. How can the customer satisfaction be measured
  3. What are the results of the comparison of different causal customer satisfaction models? 3.1. Which are the most important similarities and differences among the models?
    • 3.2. Which conclusions can be drawn out of the results?
    • 3.3. Which recommendations can lead to improvement of customer satisfaction and the effectiveness and efficiency of business development?


1.2.4 Research limitations

I have chosen to study public academic papers, thesis and dissertations on the basis of the latest scientific literature as published by the most influential experts of customer satisfaction theory. I will not try to achieve a comprehensive summary of customer satisfaction in all facets. The playing field of customer satisfaction is simply too broad and too deep.

With a strong focus on my research questions, I will limit myself to the most relevant theory of customer satisfaction, which could contribute to B2B organisations. This does not mean that I allow myself to restrict my research to the extent of what I am familiar with.