ICT and value co-creation in B2B: the new way of loyalty in service

Gloria Berenguer Contri, Irene Gil Saura, Roberto Gil, Luisa Vallejo Auñón and Israel Javier Juma Michilena

Cuadernos de Gestión, 2024

Abstract: [EN] In today’s competitive environment, it is emphasised that business digitalisation is one of the most important strategies to deal with new market challenges. This article argues that technology is a driving force behind business relationships, showing the origins of new ways to achieve loyalty. Through a model which has been tested in a sample of 256 travel agencies, technology can facilitate coordination in the management of relationships between tourism companies, promoting value co-creation between suppliers and customers. Co-creation in turn maximises trust and commitment between organisations and lays the foundations for achievement of dual social and economic satisfaction, for client companies, which ultimately enhances their loyalty. This research contributes to the literature in the interorganizational context, showing quantitative evidence on how technology triggers a sequence of effects that, through value co-creation, trust, and commitment in the channel, between agents in the tourism field, trace a new route of relationships that leads to the achievement of dual satisfaction and loyalty. Additionally, the interrelationships between the two satisfactions are analysed, concluding the mediating effect of economic satisfaction between social satisfaction and loyalty.

Keywords: technology; value co-creation; loyalty; trust; commitment; satisfaction; tecnología; co-creación de valor; lealtad; confianza; compromiso; satisfacción (search for similar items in EconPapers)
Date: 2024
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