B2B Marketing

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 of relationship 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.