Issue №3, 2016

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Customer loyalty research on B2B market

E. V. Kassura, Federal State Budget Educational Institution of Higher Education «Saint-Petersburg State University of Economics» (Saint-Petersburg, Russia)

Yu. A. Burkova, Federal State Budget Educational Institution of Higher Education «Saint-Petersburg State University of Economics» (Saint-Petersburg, Russia)

I. N. Trefilova, Federal State Budget Educational Institution of Higher Education «Saint-Petersburg State University of Economics» (Saint-Petersburg, Russia) 

The article deals with the problems of business customer’s loyalty management, to rethink critically about existing models and approaches. The authors come to a conclusion about the existence of general and specific features in the formation of loyalty in the B2C and B2B markets. Two groups of business customer loyalty factors proposed to be distinguished: the characteristics of the perceived value of the product and value suppliers. The article presents the results of empirical research of business customer’s loyalty in the security market, demonstrating the key factors of customer loyalty on the standard product markets.

Keywords: B2B customer’s loyalty, the B2B market, industrial marketing, loyalty factors, loyalty model, value suppliers.

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For citation: Kassura E. V., Burkova J. A., Trefilova I. N. Customer loyalty research on b2b market // Corporate governance and innovative economic development of the north: bulletin of the research center of corporate law, management and venture capital of syktyvkar state university. 2016. № 3. Р. 88–100.