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Channel: Emerald Group Publishing Limited: Journal of Business & Industrial Marketing: Table of Contents
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Understanding B2B customer loyalty in the mobile telecommunication industry: a look at dedication and constraint

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Journal of Business & Industrial Marketing, Volume 30, Issue 2, March 2015.
Purpose Maintaining a successful inter-organizational relationship with the key players becomes increasingly critical to the performance and competitiveness of the mobile network operator (MNO) in the mobile telecommunication industry. The present study attempts to investigate the simultaneous effects of dedication and constraint factors on business-to-business customer loyalty in the context of transforming mobile telecommunication industry. Design/methodology/approach A dual customer loyalty model which reflected both dedication-based and constraint-based mechanisms is developed and empirically tested against data collected from 129 content providers which currently have business relationships with China Mobile. Findings The structural equation modeling (SEM) partial least squares (PLS) analysis indicates that dedication-based (e.g., customer satisfaction, trust in MNO, and MNO’s relationship specific investments) and constraint-based (e.g., switching costs, dependence on MNO, and content provider (CP) ’s asset specificity) mechanisms simultaneously, yet differentially, influence CP’s loyalty towards the mobile network operator. Practical implications In order to obtain content provider’s loyalty, mobile network operators should consider both the dedication and constraint factors. In particular, they need to focus more on the constraint-based mechanism as it exerts stronger influences on CP’s loyalty than dedication-based mechanism. Originality/value This research advances our theoretical understanding of the dual nature of customer loyalty behavior in the business-to-business context and offers practical implications for mobile network operators to leverage these two contrasting causal drivers.

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