BUILDING THE B2B CUSTOMER LOYALTY: A ROLE OF RELATIONSHIP QUALITY
Journal Title: Polish Journal of Management Studies - Year 2017, Vol 16, Issue 1
Abstract
The purpose of this study was to investigate the E-Commerce relationship quality and loyalty in B2B supplier and client’s relationships. This study tries to conceptualize a model based on the relationship quality that is applied to understand loyalty in B2B environment. The subjects of this study, from whom 81 valid questionnaires were collected, were the clients of the supplier’s ERP system in the Taiwan. When descriptive statistics and partial least squares (PLS) were adopted to analyse the collected valid data, we obtained the following findings. Relationship quality was perceived through the behavior of both supplier and clients and the quality of their interaction. Relationship quality antecedents include the information sharing and customer orientation. The finding suggests that supplier with strong levels of customer orientation, the supplier and clients were built a stronger relationship and high loyalty. Surprisingly, information sharing shown no significant effects on the relationship quality. This study implies that using information sharing and customer orientation strengthen their relationship quality, thereby enhancing loyalty. The finding of this study implies that it is important for a B2B supplier management to understand clients’ needs and responses. B2B suppliers can learn from this study, that customer orientation, relationship quality, commitment, have a positive impact on loyalty in both direct and indirect ways.<br/><br/>
Authors and Affiliations
Li-Wei Liu, Wen-Goang Yang, Wei-Hsin Liu
Keywords
Related Articles
- EP ID EP248468
- DOI 10.17512/pjms.2017.16.1.09
- Views 127
- Downloads 0
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