Antecedents of loyalty in business-to-business electronic commerce

Claudimar Pereira da Veiga, Cássia Rita Pereira da Veiga, Leandro Ferreira Di Iorio and Zhaohui Su

International Journal of Business Forecasting and Marketing Intelligence, 2026, vol. 11, issue 2, 191-212

Abstract: This study conducts a systematic literature review (SLR) to analyse the antecedents of loyalty in business-to-business electronic commerce (eB2B). The research explores how relationship quality, trust, satisfaction, and service touchpoints contribute to developing and sustaining customer loyalty from both buyer and seller perspectives. Utilising the SPAR-4-SLR protocol, the review follows three stages: assembling studies from Web of Science and Scopus (2005-2023). The findings reveal a significant shift in eB2B marketing from transactional exchanges to behavioural interactions that foster loyalty, highlighting the crucial roles of relationship quality, trust, satisfaction, and comprehensive service touchpoints. This SLR provides the first extensive synthesis of loyalty mechanisms in eB2B, offering actionable insights for marketers and managers. It underscores the importance of integrating marketing intelligence and innovative methodologies in business forecasting, aligning with contemporary practices and theories to enhance strategic decision-making and contribute to sustainable business growth.

Keywords: business intelligence; industrial marketing; business-to-business; buyer-seller interaction; buyer-seller relations; e-commerce; loyalty. (search for similar items in EconPapers)
Date: 2026
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