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Modeling Customer Loyalty in Business-to-Business (B2B)Context, Case of Construction and Mining Equipment

Babakhani, Nazila | 2011

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  1. Type of Document: M.Sc. Thesis
  2. Language: English
  3. Document No: 41965 (54)
  4. University: Sharif University of Technology, International Campus, Kish Island
  5. Department: Management and Economics
  6. Advisor(s): Askari Azad, Mohammad Hossein
  7. Abstract:
  8. According to the unique characteristics and increased competition in Business-to-Business (B2B) exchanges, achieving customer loyalty is becoming more and more crucial in B2B marketing. Furthermore, with the advent of relationship marketing, it is important to sustain a long term relationship with customers.Thus, the major issue is to examine what influences a customer’s willingness to remain with the existing supplier. The purpose of this study is to identify the antecedents of customer loyalty in a Business-to-Business context. Based on the relevant literature on customer loyalty and satisfaction, a conceptual model is developed to assess the most influential drivers of loyalty. The proposed model specifies a set of hypotheses among different constructs as customer loyalty, satisfaction, corporate image, perceived value, perceived quality, trust, complaint handling and expectation. Managers in different positions and constructors as business customers are selected from construction and mining equipment industry in Iran. 54 questionnaires are completed. The results of the survey are analyzed with the Smart PLS 2.0 software. The findings indicate that the corporate image has the most influential impact on loyalty along with satisfaction, complaint handling with less impact, while trust has no effect on loyalty. Moreover, the influences of perceived quality expectation and perceived values on loyalty are through satisfaction. This study contributes to developing a comprehensive business loyalty model that incorporates most of the related drivers of loyalty and identifies interrelationships among different constructs. The findings are crucial to the success of business organizations because it is less expensive to retain customers than to find new customers. This is also important for academics because this model can be used as a platform to investigate the impact of different factors on customer loyalty in various B2B sectors
  9. Keywords:
  10. Customer Loyalty ; Modeling ; Customer Satisfaction ; Business to Business Model

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