The mediating role of commitment, trust and satisfaction in the relationship of business to business customer satisfaction and loyalty

Customer loyalty has been prominent for business activities. In situation where failure to satisfy customers would normally cause an early termination of business, customer loyalty can provide higher customer retention rate and continuous business success. In order to create competitive advantages and achieve better results, Business-To-Business (B2B) relationships offer opportunities for organizations. However, increased competition means that businesses must be able to react even faster to win customer loyalty. The main purpose of this study is to evaluate the relationship between customer loyalty and its determinants in industrial environment. Hence, the direct and indirect effect of loyalty antecedents such as service quality, customer value, customer satisfaction, trust and commitment are examined in B2B context. Quantitative approach was used in order to answer the research objectives. Data collection was conducted by distributing 400 questionnaires to national automotive companies in Iran. The data was analyzed using the structural equation modeling (SEM) technique and SmartPLS software. The result of the study indicated that service quality, customer value, customer satisfaction, trust and commitment are important determinants of customer loyalty which are known as the key success factors in automotive industry. Furthermore, customer satisfaction is a mediator between service quality and customer loyalty as well as between customer value and customer loyalty. While, trust and commitment mediated the relationship between customer satisfaction and customer loyalty. The findings imply that the highest effect on customer loyalty is in the relationships between customer satisfaction and trust. The result of this study would enable suppliers to utilize the research model to improve service quality and strengthen the automotive companies’ relationship. Furthermore, the result is useful to managers in business organizations for strategic planning. Finally, recommendations for future investigation and limitations of this study are discussed

Do Brand Personality Really Enhance Satisfaction and Loyalty Toward Brand? A Review of Theory and Empirical Research

It is becoming increasingly difficult to ignore the role of brand loyalty in today’s competitive market. Brand loyalty is one of the most-cited concepts in marketing literature, and both academic and practitioners have accepted the range of benefits derived from it. Most firms attempt to measure satisfaction and loyalty for their brand, this is because the vital view whether a product successful or failed are customer loyalty. But, they do not think about vital influences to build satisfaction and loyalty. However, a major problem with this kind of effort is that measuring satisfaction and loyalty does not tell anybody how to achieve it. One of essential strategies to accomplish satisfaction and loyalty in branding strategy is brand personality. In the history of development loyalty, brand personality has been thought of as a key factor in brand theory; it is become more significant for companies. Recently, researchers have shown an increased interest in the impact of brand personality on brand satisfaction and loyalty. Further, creating loyalty in today’s competitive market has become complicated due to standard similarity in consumer perception of product quality, increase in variety of superior brands and alternatives, low risk and high expectations of the customer's brand switching have completely changed. Based on the above issues, the present study was designed to determine the effect of brand personality as an important antecedent to brand loyalty in today's competitive market. The analysis is based on findings and theories from the consumer personality psychology and consumer behavior literature. These results provide important insights into the effects of brand personality in creating satisfaction and brand loyalty in order to have competitive advantage in today market. Keywords: Brand personality, Brand satisfaction, Brand loyalty, Competitive market

Commitment and customer loyalty in Business To Business context

Understanding what makes business-to-business (B2B) relationships lasting and stable is one of the main areas of academic interest in the study of organizational relations. To retain the organization’s current customers and to make them loyal is a critical component for a company to be successful. Customers should identify groups of suppliers based on develop strategies that are appropriate for further increasing loyalty under the conditions that exist for the product and service. In the current paper, the authors investigate the different factors, which influence commitment and customer loyalty on B2B context. The following paper explains the relationship between commitment and customer loyalty by investigating relevant theories and past studies. This paper uncovers that the literature proffer a affluent, yet fragmented, photograph of which variable or key success factor is, and how it can be increased and profitable to customer loyalty in automotive industry. The outcomes must lead management with the ability to map out a typology of loyalty using the available composite measures of loyalty, purchase intentions and attitudinal loyalty. The classification system can be useful to industrial customers as they try to increase their loyalty

Commitment and customer loyalty in business-to-business context

Understanding what makes business-to-business (B2B) relationships lasting and stable is one of the main areas of academic interest in the study of organizational relations. To retain the organization’s current customers and to make them loyal is a critical component for a company to be successful. Customers should identify groups of suppliers based on develop strategies that are appropriate for further increasing loyalty under the conditions that exist for the product and service. In the current paper, the authors investigate the different factors, which influence commitment and customer loyalty on B2B context. The following paper explains the relationship between commitment and customer loyalty by investigating relevant theories and past studies. This paper uncovers that the literature proffer a affluent, yet fragmented, photograph of which variable or key success factor is, and how it can be increased and profitable to customer loyalty in automotive industry. The outcomes must lead management with the ability to map out a typology of loyalty using the available composite measures of loyalty, purchase intentions and attitudinal loyalty. The classification system can be useful to industrial customers as they try to increase their loyalty. Azam haghkhah, , ,