Archive · 12 Oct 2026
IIM Indore Study Explains Why Satisfied B2B Customers Disengage
A customer can be happy with a supplier but still have only a basic business relationship with them.
Researchers at IIM Indore studied why this happens.
They reviewed past research and interviewed manufacturing executives.
Customers may continue buying because it is hard to find another supplier, not because they feel closely connected.
Trust, good communication and understanding customers' needs can help build stronger ties.
Digital tools can help businesses share information, but they need to be used in ways that serve customers.
Stronger partnerships may bring repeat purchases, referrals and better cooperation.
The researchers suggest that suppliers involve customers in planning and sharing ideas.
IIM Indore researchers developed a framework explaining why customer satisfaction does not always lead to deeper business engagement.
The study reviewed 41 articles published from 2014 to 2025 and included 24 interviews with manufacturing executives.
Customers may keep buying from suppliers without stronger ties when alternatives are limited or products are difficult to replace.
Trust, commitment, involvement, supplier conduct, communication and digital tools can affect the move from satisfaction to engagement.
The researchers say stronger engagement can support repeat sales, referrals, knowledge sharing and more collaborative partnerships.
- Who
- Researchers Bipul Kumar, Aditya Billore and Ashish Sadh of the Indian Institute of Management Indore.
- What
- A study developed a framework for understanding how customer satisfaction may—or may not—lead to engagement in business-to-business markets.
- When
- Published in the Journal of Business & Industrial Marketing; the study reviewed articles published between 2014 and 2025.
- Where
- Indian Institute of Management Indore; the study included interviews with executives in manufacturing sectors.
- Why
- To explain why satisfied customers may not form deeper supplier relationships and identify factors that can strengthen engagement.
Satisfaction alone
Deeper engagement
What continued purchasing means
Satisfaction alone
Customers may keep buying because alternatives are limited or products and services are difficult to replace.
Deeper engagement
Continued purchases do not necessarily mean customers have built a deeper relationship with the supplier.
Role of digital tools
Satisfaction alone
Social media, artificial intelligence and video conferencing can support communication and information sharing.
Deeper engagement
Their effectiveness depends on whether businesses use them to address customer needs and build relationships.
- Study title
- “Enhancing Our Understanding of Customer Engagement in Business-to-Business Markets: The Development of a Framework”
- Researchers
- Bipul Kumar, Aditya Billore and Ashish Sadh
- Institution
- Indian Institute of Management Indore
- Research reviewed
- 41 articles published between 2014 and 2025
- Interviews
- 24 in-depth interviews with senior manufacturing-sector executives
- Industries represented
- Automobile, energy, medical equipment and steel
- Framework
- Supported by nine propositions
- Journal
- Journal of Business & Industrial Marketing