| This research is concerned with customer expectations and perceptions inside buying firms about supply failure and recovery incidents of critical products. First, this researcher presents a literature review summarizing prior research on the impact of supply failure and recovery incidents on customer satisfaction. Since most research concerning failure and recovery is specific to the business-to-consumer (B2C) environment, there is an opportunity to expand theoretical and practical insights by examining these phenomena in the context of the business-to-business (B2B) environment. In this direction, this researcher develops case studies of four U.S. corporations in two industries to understand how supply failure and recovery incidents affect customer satisfaction in buying firms. As a result of these four cases, this researcher presents and discusses empirical generalizations regarding failure and recovery activities in the B2B context. |
