Explaining Brand Loyalty in B2B Models in Comparison with B2C

Subject Areas : Marketing

ُSeyed Javad Mohammadi ¹ , ابوالقاسم ابراهیمى ² , Shahrzad Tayaran ³ , Sedighe tootian ⁴

1 - دانشگاه ازاد
2 - دانشـکده اقتصـاد، مـدیریت و علـوم اجتمـاعی، دانشـگاه شـیراز، شـیراز، ایـران
3 - Assistant professor of Department of Management, College of Humanities, Islamic Azad University, Electronic Branch, Tehran , Iran
4 - Islamic Azad University of West branch

Received: 2024-09-05 Accepted : 2024-11-09 Published : 2024-12-16

Keywords: B2B, B2C, Brand loyalty, Insurance industry,

Abstract :

Introduction: Within marketing literature, a widely accepted notion indicates that strategies in marketing significantly differ between business-to-business (B2B) and business-to-consumer (B2C) models. This study thoroughly investigates brand loyalty, examining the nuanced differences in methodologies for building brand loyalty specifically within B2B frameworks, aiming to develop a model tailored for B2B enterprises.

Methodology: The research utilizes a sequential exploratory mixed-methods approach. The initial qualitative phase involves systematic reviews and meta-synthesis to identify factors influencing brand loyalty. The subsequent quantitative phase employs techniques such as structural equation modeling (SEM) to analyze the impact of various factors on brand loyalty across different business models. Finally, interviews are conducted to gain insights into tailored strategies that enhance loyalty in B2B contexts. Data for the literature review will come from reputable domestic channels, including academic portals, alongside foreign databases like Scopus and Web of Science. The second phase will gather information from diverse companies in the insurance industry, utilizing convenience sampling for analysis. The third phase targets business experts in B2B settings, selected through purposive judgment sampling to ensure relevant insights are gained.

Findings: The initial phase reveals ten critical factors that contribute to brand loyalty in B2B markets. These factors encompass customer satisfaction, perceived value, switching costs, trust, perceived quality, personalized interactions, perceived support, brand image, and commitment. Analysis indicates significant differences in factors influencing brand loyalty between B2B and B2C models. The study concludes with a collection of tailored strategies essential for fostering customer loyalty in B2B operations, including developing strategic frameworks and adopting stringent quality standards.

Conclusion: This research expands the understanding of loyalty-building strategies across diverse business models, offering insights that enhance the existing body of knowledge. By proposing a specialized loyalty model for the insurance industry, the study equips practitioners with practical tools to improve operational efficiency and competitive advantage.

References:

Adjei, M. T., Clark, M. N. (2019). Relationship marketing in A B2C context: The moderating role of personality traits. Journal of Retailing and Consumer Services, No. 17, pp: 73-79.
Balmer, John M. T., Lin, Zhibin., Chen, Weifeng., He, Xinming. (2020). The role of corporate brand image for B2B relationships of logistics service providers in China, Journal of Business Research, In press, corrected proofAvailable online 23 April 2020.
Čater, T., & Čater, B. (2010). Product and relationship quality influence on customer commitment and loyalty in B2B manufacturing relationships. Industrial Marketing Management, 39(8), 1321-1333.
Dahdashi, Sh., Mahmudian, Z., Mahmoudi Tabar, M., Kimasi, M., & Sajadi Far, A. A. (2019). The model of customer engagement with brands in social media within the banking industry. Intelligent Business Management Studies, 29, 113-142. [In Persian]
Jedsada, Wongsansukcharoen. (2022). Effect of community relationship management, relationship marketing orientation, customer engagement, and brand trust on brand loyalty: The case of a commercial bank in Thailand, Journal of Retailing and Consumer Services, Volume 64, January 2022, 102826.
Juntunen, M., Juntunen, J., & Juga, J. (2011). Corporate brand equity and loyalty in B2B markets: A study among logistics service purchasers. Journal of Brand Management, 18(4-5), 300-311.
Kiani, S. (2010). The impact of relationship quality on customer loyalty in B2B environments (industrial marketing) (Master’s thesis, Tabriz University). [In Persian]
Lacey, R., & Morgan, R. M. (2009). Customer advocacy and the impact of B2B loyalty programs. Journal of business & industrial marketing.
Malekipour, H., & Shadmahi, N. (2019). Investigating effective furniture features in creating customer loyalty to restaurants. Commercial Studies Review, 97, 8-19. [In Persian]
Nyadzayo, Munyaradzi W., Matanda, Margaret J., Rajaguru, Rajesh. (2018). The determinants of franchise brand loyalty in B2B markets: An emerging market perspective, Journal of Business Research, Volume 86, May 2018, Pages 435-445.
Rahimi, E., Ehsani, M., Safari, M., & Nouruzi Seyed Hosseini, R. (2020). The impact of entrepreneurial marketing on brand equity and customer loyalty in sports complexes. Entrepreneurship Development, 48, 217-234. [In Persian]
Rauyruen, Papassapa., Miller, Kenneth E. (2017). Relationship quality as a predictor of B2B customer loyalty, Journal of Business Research, Volume 60, Issue 1, January 2017, Pages 21-31.
Russo, Ivan., Confente, Ilenia., Gligor, David M., Autry, Chad W. (2016). To be or not to be (loyal): Is there a recipe for customer loyalty in the B2B context? Journal of Business Research, Volume 69, Issue 2, February 2016, Pages 888-896.
Shu-Hao, Chang., Wang, Kai-Yu., Chih, Wen-Hai., Tsai, Wen-Hsin. (2012). Building customer commitment in business-to-business markets, Industrial Marketing Management, Volume 41, Issue 6, August 2012, Pages 940-950.
Viswanathan, Vijay., Sese, F. Javier., Krafft, Manfred. (2017). Social influence in the adoption of a B2B loyalty program: The role of elite status members, International Journal of Research in Marketing, Volume 34, Issue 4, December 2017, Pages 901-918.
Yu, Han., Xu, Gaoqian., Ren, Xiaoyu., Dan Liu., Xiangxin Wang., Xu, Hong. (2021). A study on factors affecting service quality and loyalty intention in mobile banking, Journal of Retailing and Consumer Services, Volume 60, May 2021, 102424