Las condiciones explicativas de la lealtad del cliente en las relaciones comerciales B2B

  1. Juan Carlos Granados-Payán 1
  2. José Antonio Pedraza-Rodríguez 1
  3. Leonor M. Pérez 1
  4. Martina G. Gallarza 2
  1. 1 Universidad de Córdoba, España
  2. 2 Universitat de Valencia, España
Revista:
Innovar: revista de ciencias administrativas y sociales

ISSN: 0121-5051

Any de publicació: 2022

Volum: 32

Número: 85

Pàgines: 49-66

Tipus: Article

DOI: 10.15446/INNOVAR.V32N85.101126 DIALNET GOOGLE SCHOLAR lock_openAccés obert editor

Altres publicacions en: Innovar: revista de ciencias administrativas y sociales

Resum

El estudio del binomio rentabilidad-lealtad del cliente suscita el interés de académicos y empresarios por la influencia que tiene sobre el valor del cliente, la sostenibilidad y el crecimiento de la empresa. Este artículo explora el concepto de valor y la cadena de efectos del valor percibido, la satisfacción y otros vínculos intermedios como la confianza y el compromiso que conducen a la lealtad del cliente. Se utiliza el análisis cualitativo comparado (qca, por sus siglas en inglés) para estudiar esta cadena de efectos difíciles de observar debido a la ausencia de fuentes estandarizadas. El artículo realiza contribuciones de carácter metodológico para incrementar el grado de lealtad en los clientes. El análisis muestra los condicionantes que influyen en las relaciones comerciales B2B conducentes a la obtención de clientes leales. Las conclusiones resaltan las posibilidades de combinaciones “ganadoras” en la cadena de efectos para que las empresas evalúen su utilidad en la interacción con sus clientes cuando aplica estrategias para incrementar su lealtad en el proceso de compra. La aproximación cualitativa más útil evidencia la importancia de la satisfacción del cliente, enlazada con la confianza y el compromiso para captar y mantener a los clientes leales.

Referències bibliogràfiques

  • Anderson, J. C. (1995). Relationships in business markets: Exchange episodes, value creation, and their empirical assessment. Journal of the Academy of Marketing Science, 23(4), 346-350. https://doi.org/10.1177/009207039502300415 DOI: https://doi.org/10.1177/009207039502300415
  • Berg-Schlosser, D., & De Meur, G. (2009). Comparative research design: case and variable selection. En B. Rihoux & C. C. Ragin. (Eds.), Configurational comparative methods: Qualitative comparative analysis (QCA) and related techniques (pp. 19-32). Sage Publications Ltd. https://doi.org/10.4135/9781452226569.n2 DOI: https://doi.org/10.4135/9781452226569.n2
  • Berne, C., Garcia-Gonzalez, M., & Mugica, J. (2012). How ICT shifts the power balance of tourism distribution channels. Tourism Management, 33(1), 205-214. https://doi.org/10.1016/j.tourman.2011.02.004 DOI: https://doi.org/10.1016/j.tourman.2011.02.004
  • Berry, L. L. (2002). Relationship marketing of services perspectives from 1983 and 2000. Journal of Relationship Marketing, 1(1), 59-77. https://doi.org/10.1300/J366v01n01_05 DOI: https://doi.org/10.1300/J366v01n01_05
  • Boksberger, P. E., & Melsen, L. (2011). Perceived value: A critical examination of definitions, concepts and measures for the service industry. Journal of Services Marketing, 25(3), 229-240. https://doi.org/10.1108/08876041111129209 DOI: https://doi.org/10.1108/08876041111129209
  • Brady, M. K., Cronin, J. J., & Brand, R. R. (2002). Performance-only measurement of service quality: A replication and extension. Journal of Business Research, 55(1), 17-31. https://doi:10.1016/S0148-2963(00)00171-5 DOI: https://doi.org/10.1016/S0148-2963(00)00171-5
  • Carrizo-Moreira, A., Freitas, P. M., & Ferreira, V. M. (2017). The effects of brand experiences on quality, satisfaction and loyalty: An empirical study in the telecommunications multiple-play service market. Innovar, 27(64), 23-36. https://doi.org/10.15446/innovar.v27n64.62366 DOI: https://doi.org/10.15446/innovar.v27n64.62366
  • Chumpitaz Cáceres, R., & Paparoidamis, N. G. (2007). Service quality, relationship satisfaction, trust, commitment and business‐to‐business loyalty. European Journal of Marketing, 41(7-8), 836-867. https://doi.org/10.1108/03090560710752429 DOI: https://doi.org/10.1108/03090560710752429
  • Corsaro, D., & Snehota, I. (2010). Searching for relationship value in business markets: are we missing something? Industrial Marketing Management, 39(6), 986-995. https://doi.org/10.1016/j.indmarman.2010.06.018 DOI: https://doi.org/10.1016/j.indmarman.2010.06.018
  • Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2 DOI: https://doi.org/10.1016/S0022-4359(00)00028-2
  • Dudek, A., Jaremen, D. E., Michalska-Dudek, I., & Walesiak, M. (2019). Loyalty model proposal of travel agency customers. Sustainability, 11(13), 3702. https://doi.org/10.3390/su11133702 DOI: https://doi.org/10.3390/su11133702
  • Duman, T., & Mattila, A. S. (2005). The role of affective factors on perceived cruise vacation value. Tourism Management, 26(3), 311-323. https://doi.org/10.1016/j.tourman.2003.11.014 DOI: https://doi.org/10.1016/j.tourman.2003.11.014
  • Ferro, C., Padin, C., Svensson, G., & Payan, J. (2016). Trust and commitment as mediators between economic and non-economic satisfaction in manufacturer-supplier relationships. Journal of Business & Industrial Marketing, 31(1), 13-23. https://doi.org/10.1108/JBIM-07-2013-0154 DOI: https://doi.org/10.1108/JBIM-07-2013-0154
  • Fischer, M. (2011). Social network analysis and qualitative comparative analysis: Their mutual benefit for the explanation of policy
  • network structures. Methodological Innovations Online, 6(2), 27-51. https://doi.org/10.4256/mio.2010.0034 DOI: https://doi.org/10.4256/mio.2010.0034
  • Gallarza, M. G., & Gil-Saura, I. (2006). Value dimensions, perceived value, satisfaction and loyalty: An investigation of university students’ travel behaviour. Tourism Management, 27(3), 437-452. https://doi.org/10.1016/j.tourman.2004.12.002 DOI: https://doi.org/10.1016/j.tourman.2004.12.002
  • Gallarza, M. G., Gil-Saura, I., & Holbrook, M. B. (2011). The value of value: Further excursions on the meaning and role of customer value. Journal of Consumer Behaviour, 10(4), 179-191. https://doi.org/10.1002/cb.328 DOI: https://doi.org/10.1002/cb.328
  • Gallarza, M. G., Gil-Saura, I., & Holbrook, M. B. (2012). Customer value in tourism services: Meaning and role for a relationship marketing approach. En R. Tsiotsou, & R. E. Goldsmith. (Eds.), Strategic marketing in tourism services (pp. 147-162). Emerald Group Publishing.
  • Gallarza, M. G., Gil Saura, I., & Arteaga Moreno, F. (2013). The quality‐value‐satisfaction‐loyalty chain: relationships and impacts. Tourism Review, 68(1), 3-20. https://doi.org/10.1108/16605371311310048 DOI: https://doi.org/10.1108/16605371311310048
  • Gallarza, M. G., Gil-Saura, I., & Arteaga-Moreno, F. (2017). Exploring competing models on sacrifices, quality, value, satisfaction and loyalty with PLS and partial correlations. European Journal of Tourism Research, 17, 116-135. https://doi.org/10.54055/ejtr.v17i.297 DOI: https://doi.org/10.54055/ejtr.v17i.297
  • Gallarza, M. G., Gil-Saura, I., & Arteaga-Moreno, F. (2020). Conceptualización y medición del valor percibido: consensos y controversias. Cuadernos de Gestión, 20(1), 65-88. https://doi.org/10.5295/cdg.180997mg DOI: https://doi.org/10.5295/cdg.180997mg
  • Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19. https://doi.org/10.1177/002224299405800201 DOI: https://doi.org/10.1177/002224299405800201
  • Gil-Saura, I., Ruiz-Molina, M. E., & Arteaga-Moreno, F. (2011). Value, supplier dependence and long-term orientation: outcomes for B2B commerce in the travel industry. Industrial Management & Data Systems, 111(5), 791-808. https://doi.org/10.1108/02635571111137313 DOI: https://doi.org/10.1108/02635571111137313
  • Granados, J. C., Pérez, L. M., Pedraza-Rodríguez, J. A., & Gallarza, M. G. (2021). Revisiting the quality-value-satisfaction-loyalty chain for corporate customers in the travel agency sector. European Journal of Tourism Research, 27, 2711-2711. https://doi.org/10.54055/ejtr.v27i.1921 DOI: https://doi.org/10.54055/ejtr.v27i.1921
  • Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer’s perspective. Journal of the Academy of Marketing Science, 26(2), 101-114. https://doi.org/10.1177/0092070398262002 DOI: https://doi.org/10.1177/0092070398262002
  • Haghkhah, A., Rasoolimanesh, S. M., & Asgari, A. A. (2020). Effects of customer value and service quality on customer toyalty: Mediation role of trust and commitment in Business-to-Business context. Management Research and Practice, 12(1), 27-47. https://www.ceeol.com/search/article-detail?id=830957
  • He, Y., & Song, H. (2009). A mediation model of tourists’ repurchase intentions for packaged tour services. Journal of Travel Research, 47(3), 317-331. https://doi.org/10.1177/0047287508321206 DOI: https://doi.org/10.1177/0047287508321206
  • Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard Business Review, 72(2), 164-174. https://hbr.org/2008/07/putting-the-service-profit-chain-to-work
  • Hogreve, J., Iseke, A., Derfuss, K., & Eller, T. (2017). The service–profit chain: A meta-analytic test of a comprehensive theoretical framework. Journal of Marketing, 81(3), 41-61. https://doi.org/10.1509/jm.15.0395 DOI: https://doi.org/10.1509/jm.15.0395
  • Holbrook, M. B. (1999). Consumer value: A framework for analysis and research. Routledge.
  • Hooks, K. L., & Higgs, J. L. (2002). Workplace environment in a professional services firm. Behavioral Research in Accounting, 14(1), 105-127. https://doi.org/10.2308/bria.2002.14.1.105 DOI: https://doi.org/10.2308/bria.2002.14.1.105
  • Hutchinson, J., Lai, F., & Wang, Y. (2009). Understanding the relationships of quality, value, equity, satisfaction and behavioral intentions among golf travelers. Tourism Management, 30(2), 298-308. https://doi.org/10.1016/j.tourman.2008.07.010 DOI: https://doi.org/10.1016/j.tourman.2008.07.010
  • Kim, H. J., Park, J., Kim, M. -J., & Ryu, K. (2013). Does perceived restaurant food healthiness matter? Its influence on value, satisfaction and revisit intentions in restaurant operations in South Korea. International Journal of Hospitality Management, 33, 397-405. https://doi.org/10.1016/j.ijhm.2012.10.010 DOI: https://doi.org/10.1016/j.ijhm.2012.10.010
  • Krafft, M., Goetz, O., Mantrala, M., Sotgiu, F., & Tillmanns, S. (2015). The evolution of marketing channel research domains and methodologies: An integrative review and future directions. Journal of Retailing, 91(4), 569-585. https://doi.org/10.1016/j.jretai.2015.05.001 DOI: https://doi.org/10.1016/j.jretai.2015.05.001
  • Kuo, N. -T., Chang, K. -C., Cheng, Y. -S., & Lai, C. -H. (2013). How service quality affects customer loyalty in the travel agency: The effects of customer satisfaction, service recovery, and perceived value. Asia Pacific Journal of Tourism Research, 18(7), 803-822. https://doi.org/10.1080/10941665.2012.708352 DOI: https://doi.org/10.1080/10941665.2012.708352
  • Lai, I. K. W. (2014). The role of service quality, perceived value, and relationship quality in enhancing customer loyalty in the travel agency sector. Journal of Travel & Tourism Marketing, 31(3), 417-442. https://doi.org/10.1080/10548408.2014.883346 DOI: https://doi.org/10.1080/10548408.2014.883346
  • Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293-311. https://doi.org/10.1177/0092070304263330 DOI: https://doi.org/10.1177/0092070304263330
  • Lee, M., Kang, M., & Kang, J. (2019). Cultural influences on B2B service quality-satisfaction-loyalty. The Service Industries Journal, 39(3-4), 229-249. https://doi.org/10.1080/02642069.2018.1495710 DOI: https://doi.org/10.1080/02642069.2018.1495710
  • Markovic, S., Iglesias, O., Singh, J. J., & Sierra, V. (2018). How does the perceived ethicality of corporate services brands influence loyalty and positive word-of-mouth? Analyzing the roles of empathy, affective commitment, and perceived quality. Journal of Business Ethics, 148(4), 721-740. https://doi.org/10.1007/s10551-015-2985-6 DOI: https://doi.org/10.1007/s10551-015-2985-6
  • McNamara, C. P. (1972). The present status of the marketing concept. Journal of marketing, 36(1), 50-57. https://doi.org/10.1177/002224297203600109 DOI: https://doi.org/10.1177/002224297203600109
  • Mehta, S. C., & Durvasula, S. (1998). Relationships between SERVQUAL dimensions and organizational performance in the case of a business‐to‐business service. Journal of Business & Industrial Marketing, 13(1), 40-53. https://doi.org/10.1108/08858629810206232 DOI: https://doi.org/10.1108/08858629810206232
  • Miranda Silva, G., & Martins Gonçalves, H. (2016). Causal recipes for customer loyalty to travel agencies: Differences between online and offline customers. Journal of Business Research, 69(11), 5512-5518. https://doi.org/10.1016/j.jbusres.2016.04.163 DOI: https://doi.org/10.1016/j.jbusres.2016.04.163
  • Moliner, M. A., Sánchez, J., Rodríguez, R. M., & Callarisa, L. (2007a). Relationship quality with a travel agency: The influence of the postpurchase perceived value of a tourism package. Tourism and Hospitality Research, 7(3-4), 194-211. https://doi.org/10.1057/palgrave.thr.6050052 DOI: https://doi.org/10.1057/palgrave.thr.6050052
  • Moliner, M. A., Sánchez, J., Rodríguez, R. M., & Callarisa, L. (2007b). Travel agency relationship quality. Annals of Tourism Research, 34(2), 537-540. https://doi.org/10.1016/j.annals.2006.11.001 DOI: https://doi.org/10.1016/j.annals.2006.11.001
  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302 DOI: https://doi.org/10.1177/002224299405800302
  • Narayandas, D. (2005). Building loyalty in business markets. Harvard Business Review, 83(9), 131-139. https://hbr.org/2005/09/building-loyalty-in-business-markets
  • O’Cass, A., & Ngo, L.V. (2012). Creating superior customer value for B2B firms through supplier firm capabilities. Industrial Marketing Management, 41(1), 125-135. https://doi.org/10.1016/j.indmarman.2011.11.018 DOI: https://doi.org/10.1016/j.indmarman.2011.11.018
  • Oh, H., & Kim, K. (2017). Customer satisfaction, service quality, and customer value: Years 2000-2015. International Journal of Contemporary Hospitality Management, 29(1), 2-29. https://doi.org/10.1108/IJCHM-10-2015-0594 DOI: https://doi.org/10.1108/IJCHM-10-2015-0594
  • Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136-153. https://doi.org/10.1509/jmkg.70.4.136 DOI: https://doi.org/10.1509/jmkg.70.4.136
  • Petrick, J. F., & Backman, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit. Journal of travel research , 41(1), 38-45. https://doi.org/10.1177/004728750204100106 DOI: https://doi.org/10.1177/004728750204100106
  • Ragin, C. (1987). The comparative method. University of California Press.
  • Rather, R. A., Hollebeek, L. D., & Islam, J. U. (2019). Tourism-based customer engagement: The construct, antecedents, and consequences. The Service Industries Journal, 39(7-8), 519-540. https://doi.org/10.1080/02642069.2019.1570154 DOI: https://doi.org/10.1080/02642069.2019.1570154
  • Richard, J. E., & Zhang, A. (2012). Corporate image, loyalty, and commitment in the consumer travel industry. Journal of Marketing Management, 28(5-6), 568-593. https://doi.org/10.1080/0267257X.2010.549195 DOI: https://doi.org/10.1080/0267257X.2010.549195
  • Rihoux, B., & Marx, A. (2013). QCA, 25 years after “The comparative method”: Mapping, challenges, and innovations - Mini-symposium. Political Research Quarterly, 66(1), 167-235. https://doi.org/10.1177/1065912912468269 DOI: https://doi.org/10.1177/1065912912468269
  • Rizal, H., Amin, H., Suddin, L., Sondoh, S. L., & Ku, C. J. (2020). Relationship quality and e-loyalty towards Online Travel Agency (OTA): Social exchange theory perspective. Jurnal Pengurusan, 58, 39-51. https://doi.org/10.17576/pengurusan-2020-58-04 DOI: https://doi.org/10.17576/pengurusan-2020-58-04
  • Roy, S., Sreejesh S., & Bhatia, S. (2019). Service quality versus service experience: An empirical examination of the consequential effects in B2B services. Industrial Marketing Management, 82, 52-69. https://doi.org/10.1016/j.indmarman.2019.02.017 DOI: https://doi.org/10.1016/j.indmarman.2019.02.017
  • Ruiz-Molina, M. E., Gil-Saura, I., & Moliner-Velázquez, B. (2015). Relational benefits, value, and satisfaction in the relationships between service companies. Journal of Relationship Marketing, 14(1), 1-15. https://doi.org/10.1080/15332667.2015.1006011 DOI: https://doi.org/10.1080/15332667.2015.1006011
  • Rust, R. T., & Oliver, R. L. (Eds.). (1994). Service quality: New directions in theory and practice. Sage. https://doi.org/10.4135/9781452229102 DOI: https://doi.org/10.4135/9781452229102
  • Sánchez, J., Callarisa, L., Rodríguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394-409. https://doi.org/10.1016/j.tourman.2004.11.007 DOI: https://doi.org/10.1016/j.tourman.2004.11.007
  • Schneider, C. Q., & Wagemann, C. (2010). Standards of good practice in qualitative comparative analysis (QCA) and fuzzy-sets. Comparative Sociology, 9(3), 397-418. https://doi.org/10.1163/156913210X12493538729793 DOI: https://doi.org/10.1163/156913210X12493538729793
  • Tabrani, M., Amin, M., & Nizam, A. (2018). Trust, commitment, customer intimacy and customer loyalty in Islamic banking relationships. International Journal of Bank Marketing, 36(5), 823-848. https://doi.org/10.1108/IJBM-03-2017-0054 DOI: https://doi.org/10.1108/IJBM-03-2017-0054
  • Vieira, V. A. (2013). Antecedents and consequences of perceived value: A meta-analytical perspective. Journal of Customer Behaviour, 12(2-3), 111-133. https://doi.org/10.1362/147539213X13832198548210 DOI: https://doi.org/10.1362/147539213X13832198548210
  • Wallenburg, C. M., Cahill, D. L., Knemeyer, A. M., & Goldsby, T. J. (2011). Commitment and trust as drivers of loyalty in logistics outsourcing relationships: Cultural differences between the United States and Germany. Journal of Business Logistics, 32(1), 83-98. https://doi.org/10.1111/j.2158-1592.2011.01008.x DOI: https://doi.org/10.1111/j.2158-1592.2011.01008.x
  • Watson, G. F., Worm, S., Palmatier, R. W., & Ganesan, S. (2015). The evolution of marketing channels: Trends and research directions. Journal of Retailing, 91(4), 546-568. https://doi.org/10.1016/j.jretai.2015.04.002 DOI: https://doi.org/10.1016/j.jretai.2015.04.002
  • Woodruff, R. B. (1997). Marketing in the 21st century customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. http://doi.org/10.1177/0092070397253006 DOI: https://doi.org/10.1007/BF02894350
  • Wu, J. -J., & Chang, Y. -S. (2006). Effect of transaction trust on e-commerce relationships between travel agencies. Tourism Management, 27(6), 1253-1261. https://doi.org/10.1016/j.tourman.2005.06.009 DOI: https://doi.org/10.1016/j.tourman.2005.06.009
  • Wyatt, S., & Balmer, B. (2007). Home on the range. What and where is the middle in science and technology studies? Science, Technology & Human Values, 32(6), 619-626. https://doi.org/10.1177/0162243907306085 DOI: https://doi.org/10.1177/0162243907306085
  • Yang, S. J., & Lee, Y. (2019). Mid- to low-end fashion brand personality affects consumers’ perceived quality, commitment, and loyalty. Social Behavior and Personality, 47(7), 1-14. https://doi.org/10.2224/sbp.7680 DOI: https://doi.org/10.2224/sbp.7680
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302 DOI: https://doi.org/10.1177/002224298805200302
  • Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.1177/002224299606000203 DOI: https://doi.org/10.1177/002224299606000203
Fuente de los datos: Dialnet