Firm downsizing and satisfaction among United States and European customers

This study examines the impact that downsizing of suppliersʹ sales and support personnel has on business customersʹ satisfaction. The study investigates what influence cultural differences may have on business customersʹ evaluations of satisfaction with and loyalty toward downsized suppliers. Survey data collected from 435 purchasing professionals in the United States, France, and The Netherlands provide answers to these research questions. Findings indicate that business customers are not satisfied with downsized suppliersʹ performance. However the results relating to cultural influence are mixed. This report suggests possibilities for future research efforts in this area.