Relationship value-based antecedents of customer loyalty in B2B markets
Perry Shead, Roger Alan Palmer, Melisa MetePurpose
This study aims to broaden knowledge on behavioural and attitudinal loyalty in business-to-business (B2B) markets.
Design/methodology/approach
Following a literature review and a qualitative study to identify key constructs, a conceptual framework was developed and tested, encompassing functional, social and emotional relationship value; customer satisfaction; and the moderator variable of relationship duration, found to influence the level of customer loyalty in the manufacturing industry. Partial least squares structural equation modelling was used to examine data on supplier–customer relationships in a manufacturing context, derived from 251 questionnaires.
Findings
The results show that behavioural loyalty is shaped by customer satisfaction and the functional and emotional dimensions of relationship value, whereas attitudinal loyalty is driven by satisfaction together with functional and social value. Customer satisfaction partially mediates these effects and is itself influenced by functional, social and emotional relationship value dimensions. The findings further show that relationship duration does not strengthen the link between satisfaction and both behavioural and attitudinal loyalty.
Practical implications
The research provides clear strategic guidance and actionable strategies for suppliers to enhance customer loyalty by leveraging distinct relationship value dimensions in price-sensitive markets. By aligning loyalty-building efforts with relationship value components, suppliers can maximise both short-term retention and long-term strategic partnerships in B2B manufacturing.
Originality/value
The study refines the Theory of Consumption Values by showing that dimensions of functional, social and emotional value contribute differently to behavioural and attitudinal loyalty in B2B contexts. The study provides new insights into the concept of emotional value consisting of interpersonal relationships, frustration and human touch. The research delivers a methodological contribution through the use of a rigorous mixed-methods design.