Customer Loyalty and Characteristics of Digital Channels Among B2B Companies
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63526079" target="_blank" >RIV/70883521:28120/20:63526079 - isvavai.cz</a>
Result on the web
<a href="https://ijie.um.edu.my/article/view/26888/12318" target="_blank" >https://ijie.um.edu.my/article/view/26888/12318</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Customer Loyalty and Characteristics of Digital Channels Among B2B Companies
Original language description
The paper investigates the effect of the characteristics of digital channels on business-to-business (B2B) customer loyalty. The paper is based on technology-based theories and investigates the effect of the characteristics of digital channels comprising ease of use, perceived usefulness, information quality and engagement on the level of B2B customer loyalty. The model was developed and empirically tested against data collected from the respondents using digital channels for work purposes. The respondents were product and technical product managers, purchase managers and marketing professionals. The structural equation modelling partial least squares analysis indicated moderate explanatory power of the suggested model. According to the results, customer loyalty is mainly affected by engagement rather than other characteristics of digital channels. Contrarily to the nature of the Technology Acceptance Model (TAM), ease of use showed no effect on perceived usefulness. The research advances the theoretical understanding of the role of the characteristics of digital channels and suggests recommendations to win customer loyalty in the B2B context. However, the chosen methodology, sample frame and sample size might limit the generalisability of the results.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Institutions and Economies
ISSN
2232-1640
e-ISSN
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Volume of the periodical
12
Issue of the periodical within the volume
4
Country of publishing house
MY - MALAYSIA
Number of pages
26
Pages from-to
27-52
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85095712018