Mohamed Essam

B2B Marketing

The Impact of personal relationship quality on B2B customer loyalty

• Broschiertes Buch

Produktbeschreibung

In a competitive environment, strategy should take you to a different position stands out from the crowd. This study aims to provide a picture of how relationship quality can influence customer loyalty in the business-to-business context. This study follows the composite loyalty approach providing both behavioral aspects (purchase Intentions) and attitudinal loyalty in order to fully explain the concept of customer loyalty. A literature search is undertaken in the areas of customer loyalty, relationship quality, perceived service quality, trust, commitment and satisfaction. This study then seeks to address the following research issues: Does relationship quality influence customer loyalty? Which relationship quality dimensions influence each of the components of customer loyalty? This study was conducted in a business-to-business setting of the insurance industry in Egypt As the results show, to maintain customer loyalty to the supplier, a supplier may enhance all four aspects ofrelationship quality which are trust, commitment, satisfaction and service quality. Specifically, in order to enhance customer's trust, a supplier should promote the customer's trust.

Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Seitenzahl: 100
• Erscheinungstermin: 10. Oktober 2016
• Englisch
• Abmessung: 220mm x 150mm x 6mm
• Gewicht: 167g
• ISBN-13: 9783659967177
• ISBN-10: 3659967173
• Artikelnr.: 46906031

Autorenporträt

Mohamed ESSAM, MBA: Studied Strategic Management at Victoria University- School of Management Switzerland. Director Of Business Development & Product Marketing Manager for various products ( Liquid leak detection system, Fire alarm system & electrical enclosures )