B2B customer satisfaction and materiality assessment in the context of corporate sustainability: The case of Südzucker AG in the sugar industryCarolin Grießbach

28. November 2018

Today, the focus on sustainability activities of firms is increasing and especially society demands more and more environmentally friendly and socially responsible products. Thus, customers expect sustainable actions of corporations and put pressure on the manufacturing firm, which passes on this pressure to its suppliers. This study investigates a top-tier supplier’s perspective to manage relationships with its B2B customers since the inclusion of stakeholders’ expectations is necessary for a long-lasting relationship and the success of a company. The research aim is to gain a better understanding of how satisfied B2B customers are and which sustainability activities are of relevance for them by carrying out a quantitative research project. Therefore, an online self-completed questionnaire is administered to B2B customers of the Südzucker AG, who serves as a case study.

The theoretical contribution of this study consists of insights regarding sustainability requirements for the sugar industry in a B2B environment. Additionally, the practical contribution comprises fields of action for the top-tier supplier. Thereby, the knowledge gained from this study helps managers to successfully implement B2B customer expectations in their sustainability and communication strategy. Overall, the concept of sustainability is set into practice, and thus, this study presents an operationalization of satisfaction levels and materiality assessment. This practical application is crucial for the business context since companies are left with little guidance when implementing sustainability strategies.