How to measure B2B relationship value to increase satisfaction and loyalty. Issue 8 (7th October 2019)

• Record Type: Journal Article
• Authors: Ruiz-Martínez, Alfonso; Frasquet, Marta; Gil-Saura, Irene
• Is Part Of: Journal of business & industrial marketing. Volume 34:Issue 8(2019)
• Page Start: 1866
• Page End: 1878
• Publication Date: 2019-10-07
• Subjects: Loyalty -- Relationship value -- Satisfaction -- Relational benefits -- Relational costs; Industrial marketing -- Periodicals; 658.804
• DOI: 10.1108/JBIM-10-2018-0289
• Languages: English
• ISSNs: 0885-8624

Abstract

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.