【文章內容簡介】 h transaction in a businesstoconsumer environment (Boulding et al., 1993). Transactionspeci?c satisfaction might not be perfectly correlated with overall satisfaction – because service quality is likely to vary from experience to experience, especially in an industrial context. Overall satisfaction can be viewed as a moving average that is relatively stable and similar to an overall attitude (Parasuraman et al., 1994). After thorough interviews with professionals in the area under investigation, it was clear to the present researchers that none of the existing de?nitions depicted the elements of buying centres and relationship evolvement over time. The present researchers therefore decided to adapt the cumulative de?nition of industrial satisfaction of Chumpitaz (1998): Industrial satisfaction is an overall evaluation of the total purchase, use and relationships experience with a product or service over time, as expressed by members of the buying decision centre. This de?nition provided the basis for conceptualising and measuring effectively the industrial satisfaction construct in the present study. To conceptualise perceived service quality, Oliver (1993) distinguished between quality and satisfaction by noting that the dimensions underlying quality judgments are rather speci?c – whether they are cues or attributes (Bolton and Drew, 1991). Satisfaction judgments, in contrast, can result from any dimension – some related to quality, and some not. Expectations of quality are based on ideals or perceptions of excellence, whereas a large number of nonquality issues – including needs (Westbrook and Reilly, 1983) and equity or fairness (Oliver and Swan, 1989) – help in the formation of satisfaction judgments. Rust and Oliver (1994, p. 6) stated that “... quality is one dimension on which satisfaction is based”. In making this statement they were in accord with Dick and Basu (1994), Anderson and Fornell (1994), Iacobucci et al. (1995), Sivadas and Baker Prewitt (2020), and OdekerkenSchroder et al. (2020). More recently, Cronin et al. (2020), in their study of six different service industries, supported and built on the extant literature by indicating that servicequality perceptions are important determinants of satisfaction. Based on previous evidence concerning the causality of these related constructs, the present study placed servicequality perceptions as antecedents to the formation of industrial satisfaction attributes. Considerable evidence con?rms that performance judgments of service related issues play a signi?cant role in the formation of satisfaction cues (Erevelles and Leavitt, 1992。 Oliver, 1980。 Kristensen et al., 1999。 Martensen et al., 2020). This leads to the following hypothesis being proposed: H1. In a businessto business context, quality perceptions have a positive in?uence on industrial satisfaction levels. Loyalty The importance of loyalty has been widely recognised in the marketing literature (Oliver, 1999。 Samuelson and Sandvik, 1997。 Howard and Sheth, 1969). Reichheld and Sasser (1990) have studied the impact on pro?ts of having a loyal customer base, and Aaker (1991) has discussed the role of loyalty in the brandequity process, observing that brand loyalty reduces marketing costs and that the relative costs of customer retention are substantially less than those of acquisition (Fornell and Wernerfelt, 1987). Another important element of brand loyalty is the intended support of the product or service expressed in munication experiences – with positive word of mouth among loyal consumers leading to greater resistance to petitive strategies (Arndt, 1967。 Oliver, 1999。 Dick and Basu, 1994). Despite the clear managerial relevance of brand loyalty, conceptual and empirical gaps remain (Chaudhuri and Holbrook, 2020。 Lau and Lee, 1999。 Oliver, 1999。 Fournier and Yao, 1997). Speci?cally, the concept of loyalty in a B2B context is not clearly de?ned and there are numerous ways of de?ning and measuring this matter on a consumer market basis. Oliver (1999, p. 34) de?ned brand loyalty as follows: ... a deeply held mitment to rebuy or repatronize a preferred product/service consistently in the future, thereby causing repetitive same brand or same brandset purchasing, despite situational in?uences and marketing efforts havingthe potential to cause switching behav