How to measure B2B relationship value to increase satisfaction and loyalty
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 13 September 2019
Issue publication date: 21 October 2019
Abstract
Purpose
The purpose of this paper is to analyse the dimensional structure of relationship value by comparing the results of one-dimensional versus multidimensional conceptualisation in the prediction of satisfaction and loyalty in a B2B context.
Design/methodology/approach
A survey was carried out and 219 responses were obtained from retail companies in the furniture sector in Spain. The model was estimated using the partial least squares (PLS) approach.
Findings
The results revealed that the multidimensional conceptualisation of relationship value explained satisfaction and loyalty levels to a greater extent than the one-dimensional conceptualisation.
Research limitations/implications
Given the complexity involved in conceptualising relationship value, its study needs to be expanded to encompass other contexts.
Practical implications
Manufacturers should focus their efforts on improving each of the axes of relationship value, to ensure the satisfaction and loyalty of their retail customers.
Originality/value
This study integrates and justifies the measurement of relationship value and its axes in the nomological structure with other relational constructs.
Keywords
Acknowledgements
This research has received financial support from the Spanish Ministry of Economy and Competitiveness. National Research Agency (Projects References ECO2016-76553-R and ECO2017-83051-R).
Citation
Ruiz-Martínez, A., Frasquet, M. and Gil-Saura, I. (2019), "How to measure B2B relationship value to increase satisfaction and loyalty", Journal of Business & Industrial Marketing, Vol. 34 No. 8, pp. 1866-1878. https://doi.org/10.1108/JBIM-10-2018-0289
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited