Factors affecting customer satisfaction in the customer journey in B2B and B2C e-commerce environment

This study presents a systematic literature review and synthesis of factors affecting customer satisfaction in the customer journey in B2B and B2C e-commerce environments. This paper uses a systematic literature review approach. The literature review: 1) summarises past research on factors affecting customer satisfaction in B2B e-commerce; 2) compares findings related to the B2C research field; 3) formulates future research propositions to inspire future researchers to apply factors from different research environments in their B2B or B2C research field. Limited studies focus on factors affecting customer satisfaction in the B2B environments, especially when B2B is in e-commerce. This literature review seeks to fill this gap between B2C and B2B literature by identifying past research that uses different factors on customer satisfaction through purchase phases in the customer journey in B2B and B2C e-commerce. There were only a limited number of B2B studies to compare which factors were most important to study in both contexts. Thus, the results only indicate which factors are studied more frequently but does not consider each factors influence on subsequent variables.