Business-to-business service transactions is a topic that needs extensive research in India. Looking into the fact that services form a major part of India's gross domestic product (GDP), there was a need for research that can contribute towards explaining service transactions. The present study attempted to understand the various factors that may influence the service acceptance factors in all services transactions in a business-to-business context for Indian firms. Information was collected from a random sample of managers across various sectors via survey methodology using a structured questionnaire. Factor analysis and logistic regression analysis were performed for data analysis. The findings showed that the factors of service delivery and service fairness were significantly affecting service acceptance of organizations in a business-to-business setting. Surprisingly, the findings revealed that ubiquitous service quality does not affect service acceptance, thus implying that it has become a bare necessity nowadays. Thus, managers involved in industrial services sales can focus on service fairness and delivery for better differentiation of their services from competition.

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