Predicting customer satisfaction and loyalty through service quality and price. A shrimp industry B2B relationship

Published: 6 November 2023| Version 1 | DOI: 10.17632/sjn9h4bknw.1
, Denise Rodriguez,


The data collected to evaluate the Service Qualitive predictiveness on Customer Satisfaction and Loyalty of a shrimp feed company that supplies the aquaculture sector. The questionnaire measures SQ dimensions adapted from Parasuraman et al. (1988); PF from Etemad-Sajadi et al. (2016); CS and CL from Japutra et al. 2021 and Wantara 2015, a Likert scale from 1 to 5, where one means "strongly disagree" and five means "strongly agree". The questionnaire was validated by two academic experts and with the aquaculture division manager and the company's quality system manager. The sample was taken from the most profitable customers to measure loyalty. For this purpose, non-probabilistic and non-random purposive sampling was conducted. This type of sampling is proper when it is necessary to limit participants based on a specific characteristic (Leech & Donovan, 2023); in this case, the shrimp feed company considers it essential to understand the CS and CL, prioritising those representing its highest annual turnover. The survey was applied face-to-face to 250 customers between November 2021 and January 2022, obtaining a response rate of 77% (193 customers representing 72.56% of the company’s annual turnover). The sample size compliance was checked with the software G*Power, using an effect size (f^2) of 0.15, an 80% statistical power, an alpha (α) level of 5%, and six predictors, resulting in a sample size of 55 customers, thus, confirming the adequate sample size of this study.



Escuela Superior Politecnica del Litoral


Business-to-Business, Agricultural Marketing