In the business-to-business arena,the post-purchase phase is critical because:

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In the business-to-business arena, the post-purchase phase is critical because a positive evaluation may result in a straight rebuy situation or an advantage in a modified rebuy situation, which can lead to repeat business and increased profitability. Additionally, the post-purchase phase is important in ensuring that the product is delivering the expected benefits and meeting the needs of the customer, as well as addressing any issues that may arise to maintain a positive relationship with the customer. While quality and cost are important considerations in the B2B purchase decision, they are not necessarily specific to the post-purchase phase. The continual supply of a product may also be important, but this is more relevant to the fulfillment phase of the buying process.

In the Business-To-Business Arena,the Post-Purchase Phase Is Critical Because