How to measure B2B relationship value to increase satisfaction and loyalty

Abstract

Purpose

The purpose of this paper is to analyse the dimensional structure of relationship value by comparing the results of one-dimensional versus multidimensional conceptualisation in the prediction of satisfaction and loyalty in a B2B context.

Design/methodology/approach

A survey was carried out and 219 responses were obtained from retail companies in the furniture sector in Spain. The model was estimated using the partial least squares (PLS) approach.

Findings

The results revealed that the multidimensional conceptualisation of relationship value explained satisfaction and loyalty levels to a greater extent than the one-dimensional conceptualisation.

Research limitations/implications

Given the complexity involved in conceptualising relationship value, its study needs to be expanded to encompass other contexts.

Practical implications

Manufacturers should focus their efforts on improving each of the axes of relationship value, to ensure the satisfaction and loyalty of their retail customers.

Originality/value

This study integrates and justifies the measurement of relationship value and its axes in the nomological structure with other relational constructs.

Citation

Ruiz-Martínez, A., Frasquet, M. and Gil-Saura, I. (2019), "How to measure B2B relationship value to increase satisfaction and loyalty", Journal of Business & Industrial Marketing, Vol. 34 No. 8, pp. 1866-1878. https://doi.org/10.1108/JBIM-10-2018-0289