Relational benefits in a B2B context. An empirical application of industrial customers of electricity and natural gas
Keywords:
Relational benefits, perceived value, repurchase intentions, WOM Marketing communication.Abstract
Purpose: This paper analyses the relational benefits
and their effects on perceived value, repurchase
intentions and word-of-mouth in a B2B context: gas
and electricity consumers in industrial market.
- Design/methodology/approach:Empirical research
is done by collecting information from a sample of
326 major gas and electricity consumers in
industrial market. Confirmatory factor analysis
(CFA), lineal regressions, convergent validity,
discriminant validity (AVE) and composite reliability
were used to test the adequacy of the measurement
models and the casual models.
- Findings: We have checked the mediator effect of
perceived value in the causal relationships of the
relational benefits and the two dimensions of
fidelity (repurchase intentions and word-of-mouth).
Relational benefits are one of the antecedents of
the perceived value that does not exert moderating
effect on those two dimensions.
- Discussion: The results of this research can be a
starting point for considering the impact of specific
tactical or strategic measures on the confidence
benefits, social benefits and special treatment
benefits of industrial customers.
