The Drivers of Partner Satisfaction in Affiliate Marketing: An Application of the SERVQUAL Model

doi:N/A

Advances in Consumer Research

Issue 4 : 495-502

Original Article

The Drivers of Partner Satisfaction in Affiliate Marketing: An Application of the SERVQUAL Model

Anh Tuan Vu

Linh Phuong Le Nguyen

Vy Khanh Nguyen

Loi Duc Vu

Zhengzhou University, No. 100, Kexueda Avenue, Zhengzhou City, Henan Province, China

Hanoi School of Business and Management, Vietnam National University, Hanoi, 10000, Vietnam.

Abstract

This study examines how SERVQUAL service quality dimensions influence affiliate partner satisfaction in an affiliate marketing network. A cross-sectional survey of 333 partners of Omega Media Worldwide JSC (2025) from India, China, Vietnam, UEA and other countries was analyzed using multiple linear regression. Reliability, assurance, empathy, responsiveness, and tangibles showed positive, significant effects on satisfaction, jointly explaining 77% of the variance. Assurance and empathy were the strongest predictors, with empathy indicating scope for improvement. The findings suggest that transparent, reliable systems and more personalized communications enhance satisfaction and loyalty. The study extends SERVQUAL to B2B affiliate marketing in an emerging market.

Keywords

Affiliate marketing

Partner satisfaction

Service quality

SERVQUAL

B2B services

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