Economics at your fingertips  

Drivers of Customer Loyalty in B2B Services: A Firm-level Analysis Over Time

M. Sajid Khan, Paul Williams and Earl Naumann

Marketing Working Papers from School of Business Administration, American University of Sharjah

Abstract: Identifying the drivers of relationship quality, satisfaction and customer loyalty has been the subject of much marketing research for over twenty years. However, there are a number of gaps in the literature, especially in understanding the nature of the drivers of customer loyalty over time. We explored the relative stability of several customer attitudes over four financial quarters, from a Fortune 100, B2B services provider. Our longitudinal research design allowed us to compare attitudes between the respective time periods. We found that many of the customer attitudes changed substantially across the four quarters. Additionally, some of the path coefficients in our structural models also changed significantly between quarters, suggesting that the nature of the business relationship between a B2B customer and a supplier is also dynamic, even in the short-term. The main implications of this study are that firms should track customer attitudes more closely, anticipate changes in such attitudes quicker, and then proactively manage their customer relationships better. From a theoretical perspective, research must be cautious in drawing firm conclusions from cross-sectional surveys as attitudes appear to be dynamic.

Keywords: Customer Attitudes; Instability; B2B; Longitudinal (search for similar items in EconPapers)
Pages: 38 pages
References: Add references at CitEc

Downloads: (external link) ... umann.pdf?sequence=1 (application/pdf)
Our link check indicates that this URL is bad, the error code is: 500 Can't connect to (A connection attempt failed because the connected party did not properly respond after a period of time, or established connection failed because connected host has failed to respond.)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this paper

More papers in Marketing Working Papers from School of Business Administration, American University of Sharjah Contact information at EDIRC.
Bibliographic data for series maintained by Hamza Saleem ( this e-mail address is bad, please contact ).

Page updated 2024-07-20
Handle: RePEc:sha:mktwps:10-06/2013