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 can result in either a straight rebuy situation or an advantage in a modified rebuy situation. This can lead to continued business and revenue for the supplier. Additionally, businesses are often more critical of quality and expect ongoing support and supply of the purchased product, making the post-purchase phase even more important. High costs may also be a factor, but it is not the most critical aspect in this context.

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