Abstract
Customer loyalty significantly impacts upon the success of business organization and it is
considered an important source of competitive asset. Earlier, researchers have studied the
relationship of customer loyalty, both patronage and recommend, with switching cost, customer
satisfaction, customer value constructs in the context of business to consumer (B2C). This
research study extends the previous research studies by relating these constructs in a business
to business (B2B) environment. It aims to empirically test the relationship among these
constructs and develops a framework for a B2B environment. The research methodology is
quantitative in nature whereas convenience sampling method is adopted from a target
population. A questionnaire is developed by using 31 items on a five-point Likert scale. Total
350 questionnaires are distributed during only 92 valid questionnaires are received thus the
response rate is observed as 26.28%. The results of the research study show that the five
independent variables (customer satisfaction, customer value, switching costs, trust and
prices) are significantly correlated with each other. Therefore, B2B marketing professionals
should devise their marketing strategies accordingly.
Donia Waseem, Dr. M. Zaki Rashidi. (2013) Exploring the Relationship of Customer Loyalty with Customer Value based on Trust, Customer Satisfaction and Switching Costs in a B2B Market, Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-11, Issue-2.
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