B2B Marketing

Mohamed Essam

ISBN 10: 3659967173 / ISBN 13: 9783659967177

Editore: LAP LAMBERT Academic Publishing Okt 2016, 2016

Riguardo questo articolo

Neuware -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.Books on Demand GmbH, Überseering 33, 22297 Hamburg 100 pp. Englisch.

Codice articolo 9783659967177

Dati bibliografici

• Titolo: B2B Marketing
• Editore: LAP LAMBERT Academic Publishing Okt 2016
• Data di pubblicazione: 2016
• Lingua: Inglese
• ISBN 10: 3659967173
• ISBN 13: 9783659967177
• Rilegatura: Taschenbuch
• Condizione: Neu

Descrizione articolo

Riassunto

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.

Informazioni sull?autore

Mohamed ESSAM, MBA: Studied Strategic Management at Victoria University- School of Management Switzerland. Director Of Business Development & Product Marketing Manager for various products ( Liquid leak detection system, Fire alarm system & electrical enclosures )