Abstract

GRANADOS-PAYAN, Juan Carlos; PEDRAZA-RODRIGUEZ, José Antonio; PEREZ, Leonor M.  and  GALLARZA, Martina G.. EXPLANATORY CONDITIONS OF CUSTOMER LOYALTY IN B2B BUSINESS RELATIONSHIPS. Innovar [online]. 2022, vol.32, n.85, pp.49-66.  Epub July 26, 2022. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v32n85.101126.

The study of the customer profitability-loyalty binomial has generated great interest among scholars and businesspeople due to its influence on customer value and the sustainability and growth of companies. This article explores the concept of value and the chain of effects of perceived value, satisfaction, and other intermediate links, such as trust and commitment, that lead to customer loyalty. Qualitative comparative analysis (QGA) is used to study this chain of effects, which are difficult to observe due to the absence of standardized methods. This article provides methodological contributions to increase the degree of customer loyalty. The analysis presented shows the conditions that influence B2B business relationships leading to attaining loyal customers. Our conclusions highlight the "winning" combinations in the aforementioned chain of effects, so companies could evaluate their usefulness as part of the interaction with their customers when applying strategies aimed at increasing loyalty. The most useful qualitative approach emphasizes the importance of customer satisfaction, which is linked to trust and commitment in order to attract and keep loyal customers.

Keywords : Travel agencies; B2B; loyalty; QCA.

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