Customer Loyalty in Clusters: Perceived Value and Satisfaction as Antecedents

2009

Purpose: This paper studies, from the perspective of relationship marketing, the loyalty behavior of industrial customers in the context of a cluster. Loyalty is a key variable for studying long term relationships between firms. Research implications: Recent advances in consumer and services marketing consider that perceived value and satisfaction are central to explaining customer loyalty. However, very few studies in B2B explain the antecedents of customer loyalty. This study adopts the relationship marketing approach, and loyalty behavior is being analyzed in a specific setting: an industrial cluster. Furthermore, the effect of the number of suppliers is analyzed as a possible moderator …