Search results for "B2B relationship"
showing 3 items of 3 documents
How to increase company loyalty: using relational variables and sustainable practices to segment the maritime transport sector
2022
Intense competition in goods transportation has highlighted theimportance of understanding customers’interests in order to designsuccessful relationship strategies. This study proposes, through asegmentation approach, to identify customer groups based on theirperceptions of sustainable practices and relational variables abouttheir main transport supplier. From a sample of 122 companies, amultiple correspondence analysis was carried out. The results showthat there are three groups of customer companies, which corres-pond to a high, low, and medium relational and sustainabilityapproach. The identified segments are also significantly different interms of time of operation in the maritime secto…
The effect of marketing communication on business relationship loyalty
2017
Purpose The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (n=121) col…
Customer Environmental Values and Their Contribution to Loyalty in Industrial Markets
2016
Concern over the effect of industries on the natural environment is growing on a multitude of levels. This study examines the effects of how perceptions of (a) environmental values, (b) green image and (c) perceived value of industrial customers influence their loyalty towards suppliers in existing relationships, and how the length of B2B relationships may moderate these linkages. A conceptual framework is developed and data are collected from a global sample (N =121) of B2B customers. We find that both green image and perceived value have a direct positive link with customer loyalty and that environmental values are positively linked to the green image of the supplier. Moreover, the effect…