Impact of B2B Customer Satisfaction Parameters on the Share of Wallet
Soumya Sarkar
Indian Institute of Management Ranchi
Soumya Sarkar is an Assistant Professor of Marketing in Indian Institute of Management Ranchi. After making a career in industrial marketing spanning around fourteen years, he took a break and completed the doctoral program in Marketing from Indian Institute of Management Calcutta. He had also completed his Post Graduate Diploma in Business Management (PGDBM) from IIM Calcutta. Soumya’s work encompasses branding issues in a B2B context keeping in mind certain strategic marketing issues like market orientation and organizational innovativeness. He is interested in research in Strategic Marketing, Branding, B2B Marketing, Film Marketing, and Marketing Analytics. He has taught Marketing Management and B2B Marketing courses in IIM Udaipur and Xavier Institute of Management Bhubaneswar (India). He is also a Metallurgical engineer from Jadavpur University, Kolkata (India) by training. He had worked in sales, marketing, R&D, and manufacturing in a global leader of welding products for fourteen years after graduating.
Abstract
The marketing world of both academics and practitioners attaches a great deal of importance to customer satisfaction. It is established to be having linkages with customer lifetime value and share of wallet. Most research has... [ view full abstract ]
Authors
- Soumya Sarkar (Indian Institute of Management Ranchi)
- DK Sarma (Linde Group)
Topic Area
B2B Marketing: Click here for the B2B Marketing track
Session
PT6-CB7 » Consumer Behaviour (15:30 - Wednesday, 8th July)
Paper
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