B2B Value Co-Creation and Customer Satisfaction in the Digital Geospatial Market: A Conceptual Review
DOI:
https://doi.org/10.5281/zenodo.22917963Keywords:
B2B Cooperation, B2B Value Co-Creation, Customer Satisfaction, Digital MarketinG, Geospatial Information Systems (GIS)Abstract
Digital business-to-business (B2B) markets can also be competitive, and when it comes time to discuss technical services, value can be created through cooperation. In this conceptual paper, the authors explore the impact of the concept of B2B value co-creation on customer satisfaction in the digital geospatial information systems (GIS) market, particularly in the context of Saudi Arabia. It relies on books and articles concerning B2B relationships, value co-creation, customer satisfaction, GIS adoption, and digital marketing. The review indicates that GIS users might consider using the vendor's ability not just to deliver hardware and software, but also to engage them in the process of finding out what is needed, providing information to them, resolving issues, and enhancing solutions over time. Digital marketing and collaborative platforms can be used to keep clients engaged and enhance this process. Two propositions are developed. First, the relationship between B2B value co-creation and customer satisfaction is positive in the GIS markets. Second, this relationship is deepened when vendors are equipped with digital tools that enable continued collaboration. The paper presents a specific relationship marketing model suitable for the Saudi GIS market based on the nature of the market and provides a foundation for future empirical testing.
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