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Integrated Model of Marketing Quality (MARKET-Q) in the B-to-B Sector

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Journal of business market management

Abstract

In the past, product quality and relationships were the main concepts for a differentiation strategy in b-to-b markets. Currently, the brand is discussed as an additional concept in the b-to-b sector. In the past, the literature mostly analysed these marketing concepts in an isolated way. This paper presents for the b-to-b sector a new marketing quality model (MARKET-Q) which integrates product quality, relationship quality, and brand quality in a single framework. Furthermore, the results of empirical tests of this model are presented in this paper. A main study and two replications clarify the general procedure and the validity of the model. Additionally, the empirical studies underpin the high relevance of brands in the b-to-b sector.

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Authors and Affiliations

  1. German Speaking Department of Business Administration, Marmara University Istanbul, Anadoluhisari-Istanbul, Turkey

    C. Baumgarth

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  1. C. Baumgarth
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Appendix

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Table 6 Operationalization of the quality dimensions and the market performance categories
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Baumgarth, C. Integrated Model of Marketing Quality (MARKET-Q) in the B-to-B Sector. J Bus Market Manage 2, 41–57 (2008). https://doi.org/10.1007/s12087-007-0018-1

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