Building the B2B customer loyalty : a role of relationship quality

• Autorzy: Liu L.-W. , Yang W.-G. , Liu W.-H.

Identyfikatory

DOI

10.17512/pjms.2017.16.1.09

Warianty tytułu

PL

Budowanie lojalności klienta B2B : rola jakości relacji

• Języki publikacji: EN

Abstrakty

EN

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.

PL

Celem artykułu była analiza jakości relacji z klientami i lojalności w handlu elektronicznym u dostawcy B2B. Niniejsze badanie jest próbą konceptualizacji modelu opartego na jakości relacji, który jest próbą zrozumienia lojalności w środowisku B2B. Przedmiotem badania byli wybrani klienci systemu ERP w oparciu na zebranych 81 kwestionariuszach firm na Tajwanie. Przyjęto statystyki opisowe i w oparciu o metodę najmniejszych kwadratów (PLS) w celu przeanalizowania zebranych istotnych danych. Jakość relacji postrzegano poprzez zachowanie zarówno dostawcy, jak i klientów oraz jakość ich interakcji. Jakość relacji przede wszystkim obejmuje dzielenie się informacjami i orientację na klienta. Wyniki sugerują, że dostawcy z silnym poziomem orientacji na klienta, zbudowali silniejszą więź i wysoką lojalność relacji z dostawcami i klientami. Co zaskakujące, wymiana informacji nie wykazała znaczącego wpływu na jakość relacji. Badanie zakłada, że korzystanie z wymiany informacji i orientacja na klienta wzmacnia ich jakość relacji, zwiększając przez to lojalność. Odkrycie tego badania implikuje, że dla dostawcy usług B2B ważne jest zrozumienie potrzeb i odpowiedzi klientów. Dostawcy B2B winni zauważyć, że orientacja na klienta, jakość relacji, zaangażowanie, mają pozytywny wpływ na lojalność zarówno w sposób bezpośredni, jak i pośredni.

Słowa kluczowe

EN

information sharing; customer orientation; B2B relationship; PLS-SEM; relationship marketing

PL

wymiana informacji; orientacja na klienta; relacje B2B; PLS-SEM; marketing relacji

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2017
• Tom: Vol. 16, No. 1
• Strony: 105--114
• Opis fizyczny: Bibliogr. 42 poz., rys., tab.

Twórcy

autor

Liu L.-W.

• Chaoyang University of Technology, Department of Leisure Service Management

autor

Yang W.-G.

• Chaoyang University of Technology, Department of Leisure Service Management

autor

Liu W.-H.

• Chaoyang University of Technology, Department of Leisure Service Management

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Uwagi

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę (zadania 2017).