Customer Loyalty and Characteristics of Digital Channels Among B2B Companies

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

Customer Loyalty and Characteristics of Digital Channels Among B2B Companies

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Customer Loyalty and Characteristics of Digital Channels Among B2B Companies

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Institutions and Economies

ISSN

2232-1640

e-ISSN

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Svazek periodika

12

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

MY - Malajsie

Počet stran výsledku

26

Strana od-do

27-52

Kód UT WoS článku

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EID výsledku v databázi Scopus

2-s2.0-85095712018