The theory of embedded markets states that economic transactions are embedded in social relationships, and economic actors are influenced by both marketing variables and relationship properties. That is, within an exchange relationship actors derive utility from the attributes of a focal product...

Scholars have used the attribute-based model of overall satisfaction extensively in consumer markets. Yet, business-to-business (B2B) firms also strive to improve overall satisfaction and financial performance by improving satisfaction on key attributes. We develop an attribute-based model to...