The determinants of customer satisfaction in the business-to- business market: the case of the recruitment sector

Abstract

Despite the extensive body of research on customer satisfaction in business-to-business (B2B) contexts, the recruitment sector remains relatively underexplored in the academic literature, although it relies on inter-organizational relationships characterized by high levels of trust, interdependence, and relationship commitment. This study aims to address this gap by examining the determinants of customer satisfaction in the specific context of recruitment firms, with particular emphasis on the role of trust, dependence, and relationship commitment.

The study adopts a quantitative research design based on a survey conducted among 174 decision-makers from client companies of the recruitment firm Vitae Conseil operating in France and the United States. Data were collected through a structured questionnaire using five-point Likert scales. The analysis relies on descriptive statistics, correlation analysis, and the assessment of the internal reliability of the measurement scales.

The findings reveal a strong positive correlation between trust and relationship commitment (r = 0.63; p < 0.01). Relationship commitment exhibits the strongest association with customer satisfaction (r = 0.71; p < 0.01), while dependence is also positively associated with relationship commitment (r = 0.51; p < 0.01). These findings highlight the importance of relational mechanisms in shaping customer satisfaction within B2B relationships.

This study contributes to the B2B marketing literature by providing empirical evidence supporting the relational chain linking trust, dependence, relationship commitment, and customer satisfaction in the underexplored context of the recruitment sector. From a managerial perspective, the findings emphasize the importance for recruitment firms of fostering trust, transparency, and relationship commitment in order to enhance customer satisfaction and strengthen long-term customer loyalty.

Classification JEL : M31, M12, M10

Paper type: Empirical Research