La transformación digital comercial de empresas B2B: incidencia en la satisfacción de los clientes

Abstract

Digital transformation is a process that has become inevitable for many organizations, whether small, medium, or large, regardless of the industry in which it is immersed. The present study analyzes the impact of digital transformation of the business process of companies with B2B characteristics on customer satisfaction, seeks 1) identify the dimensions of the customercompany relationship, 2) determine its relationship with digital transformation, 3) Expose the

level of digitalization of the commercial process in industry B2B within the city of Cuenca and

4) infer its impact on customer satisfaction. The sample used is composed of 8 companies

from

different industries that belong to a corporation that operates within the Ecuadorian territory; To know the perspective of the clients, a total of 135 surveys distributed in the selected companies were conducted. The main findings show that customer satisfaction guided by digital transformation is not optimal, however, they remain committed to continue collaborating with them in the future. It was determined that commitment and trust can be considered as a single dimension and must be managed independently of satisfaction and empathy.