Explaining Brand Loyalty in B2B Models in Comparison with B2C

Subject Areas : Marketing

Seyed Javad Mohammadi ^{1 *} , Abolghasem Ebrahimi ² , Shahrzad Tayaran ³ , Sedighe Tootian ⁴

1 - PhD Student, Department of Management, Kish International Branch, Islamic Azad University, Kish, Iran
2 - Faculty of Economics, Management and Social Sciences, Shiraz University, Shiraz, Iran
3 - Assistant professor, Department of Management, College of Humanities, Islamic Azad University, Electronic Branch, Tehran , Iran
4 - Associate Professor, Department of Management, West Tehran Branch, Islamic Azad University, Tehran, Iran

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.

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