Building the B2B Customer Loyalty: A Role of Relationship Quality

• Main Authors: LIU, WEI-HSIN, 劉維昕
• Other Authors: YANG, WEN-GOANG
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/97cj4w

碩士 === 朝陽科技大學 === 休閒事業管理系 === 106 === The purpose of this study was to investigate the E-Commerce relationship quality and loyalty in B2B supplier and client’s relationships. This study tries to conceptualize a model based on the relationship quality that is applied to understand loyalty in B2B and compare the clients in different continents. The subjects of this study, from whom 81 valid questionnaires were collected, were the clients of the supplier’s ERP system in the Taiwan. When descriptive statistics, partial least squares (PLS) and PLS-MGA were adopted to analyze the collected valid data, we obtained the following findings. Relationship quality was perceived through the behavior of both supplier and clients and the quality of their interaction. Relationship quality antecedents include the information sharing and customer orientation. The finding suggests that supplier with strong levels of customer orientation, the supplier and clients were built a stronger relationship and high loyalty. Surprisingly, information sharing shown no significant effects on the relationship quality. This study implies that using information sharing and customer orientation strengthen their relationship quality, thereby enhancing loyalty. Besides, comparing clients in different continents the results shows that Asia vs. Europe, Relationship Quality to Loyalty and Commitment to Loyalty have a significant difference; America vs. Europe show a complete difference in the model of this study. The finding of this study implies that it is important for a B2B supplier management to understand clients’ needs and responses. And another finding is what the needs of clients in different continents are B2B suppliers can learn from this study. Keywords: Information sharing, customer orientation, cross-culture, PLS-SEM