B2B Marketing

Name: B2B Marketing
Brand: LAP Lambert Academic Publishing
SKU: 9783659967177
Price: 185.06 PLN
Availability: InStock

The Impact of personal relationship quality on B2B customer loyalty

Autor: Mohamed Essam

Język:

Oprawa: Miękka

Wydawca: LAP Lambert Academic Publishing

Dostępność: Dostępna u dostawcy

Wysyłamy za 8-11 dni

185.06 zł

In a competitive environment, strategy should take you to a different position stands out from the c...

Informacje o książce

Autor

Mohamed Essam

Język

Angielski

Oprawa

Książka - Miękka

Data wydania

2016

strony

100

EAN

9783659967177

Enbook ID

15373636

Wydawca

LAP Lambert Academic Publishing

Waga

167

Wymiary

150 x 220 x 6

Pełny opis

In a competitive environment, strategy should take you to a different position stands out from the crowd. This study aims to provide a picture of how relationship quality can influence customer loyalty in the business-to-business context. This study follows the composite loyalty approach providing both behavioral aspects (purchase Intentions) and attitudinal loyalty in order to fully explain the concept of customer loyalty. A literature search is undertaken in the areas of customer loyalty, relationship quality, perceived service quality, trust, commitment and satisfaction. This study then seeks to address the following research issues: Does relationship quality influence customer loyalty? Which relationship quality dimensions influence each of the components of customer loyalty? This study was conducted in a business-to-business setting of the insurance industry in Egypt As the results show, to maintain customer loyalty to the supplier, a supplier may enhance all four aspects of relationship quality which are trust, commitment, satisfaction and service quality. Specifically, in order to enhance customer's trust, a supplier should promote the customer's trust.

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B2B Marketing

The Impact of personal relationship quality on B2B customer loyalty

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