IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v174y2024ics0148296324000109.html
   My bibliography  Save this article

The role of services in creating brand loyalty for B2B manufacturers

Author

Listed:
  • Raddats, Chris
  • Roper, Stuart
  • Ashman, Rachel

Abstract

This paper adds to a growing body of literature emphasizing the importance of branding to business-to-business (B2B) organizations. In particular, it addresses the paucity of research about branding in manufacturers that develop services alongside products (service infusion). The study assesses the relative importance of brand familiarity and three service categories (customer support, product support, and operational) in driving B2B brand loyalty. Following a qualitative scoping study, we collected data from 328 customers of manufacturers in two industries, photocopying/printing (high service intensity) and paper/packaging (low service intensity). Results reveal the pre-eminence of customer support services and brand familiarity in driving brand loyalty. Industry differences are based on customer support services and operational services. In high service intensity industries, customer support services dominate whereas operational services dominate in low service intensity industries. Our findings demonstrate that both services and brand familiarity drive brand loyalty in B2B settings.

Suggested Citation

  • Raddats, Chris & Roper, Stuart & Ashman, Rachel, 2024. "The role of services in creating brand loyalty for B2B manufacturers," Journal of Business Research, Elsevier, vol. 174(C).
    • Handle: RePEc:eee:jbrese:v:174:y:2024:i:c:s0148296324000109
    DOI: 10.1016/j.jbusres.2024.114506
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296324000109
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2024.114506?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Garcia Martin, Patricia Carolina & Schroeder, Andreas & Ziaee Bigdeli, Ali, 2019. "The value architecture of servitization: Expanding the research scope," Journal of Business Research, Elsevier, vol. 104(C), pages 438-449.
    2. Bernhard Dachs & Sabine Biege & Martin Borowiecki & Gunter Lay & Angela Jäger & Doris Schartinger, 2014. "Servitisation of European manufacturing: evidence from a large scale database," The Service Industries Journal, Taylor & Francis Journals, vol. 34(1), pages 5-23, January.
    3. Homburg, Christian & Klarmann, Martin & Schmitt, Jens, 2010. "Brand awareness in business markets: When is it related to firm performance?," International Journal of Research in Marketing, Elsevier, vol. 27(3), pages 201-212.
    4. Valérie Mathieu, 2001. "Service strategies within the manufacturing sector: benefits, costs and partnership," Post-Print hal-01796269, HAL.
    5. Zablah, Alex R. & Brown, Brian P. & Donthu, Naveen, 2010. "The relative importance of brands in modified rebuy purchase situations," International Journal of Research in Marketing, Elsevier, vol. 27(3), pages 248-260.
    6. Jang, Kyeong Kook & Bae, Joonheui & Kim, Kyung Hoon, 2021. "Servitization experience measurement and the effect of servitization experience on brand resonance and customer retention," Journal of Business Research, Elsevier, vol. 130(C), pages 384-397.
    7. Sanna Nenonen & Olli Ahvenniemi & Miia Martinsuo, 2014. "Image risks of servitization in collaborative service deliveries," The Service Industries Journal, Taylor & Francis Journals, vol. 34(16), pages 1307-1329, December.
    8. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    9. Glynn, Mark S., 2012. "Primer in B2B brand-building strategies with a reader practicum," Journal of Business Research, Elsevier, vol. 65(5), pages 666-675.
    10. Roberts, John H. & Kayande, Ujwal & Stremersch, Stefan, 2014. "From academic research to marketing practice: Some further thoughts," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 144-146.
    11. Dimitriu, Radu & Warlop, Luk, 2022. "Is similarity a constraint for service-to-service brand extensions?," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1019-1041.
    12. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    13. Cheffi, Walid & Kaleem Zahir-ul-Hassan, Muhammad & Omer Farooq, Muhammad & Baqrain, Abdelrahman & Mohamed Habib Mansour, Mourad, 2023. "Ethical leadership, management control systems and circular economy in SMEs in an emerging economy, the UAE," Journal of Business Research, Elsevier, vol. 156(C).
    14. Joseph F. Hair & G. Tomas M. Hult & Christian M. Ringle & Marko Sarstedt & Kai Oliver Thiele, 2017. "Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 616-632, September.
    15. John Hulland & Hans Baumgartner & Keith Marion Smith, 2018. "Marketing survey research best practices: evidence and recommendations from a review of JAMS articles," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 92-108, January.
    16. Seyedghorban, Zahra & Matanda, Margaret Jekanyika & LaPlaca, Peter, 2016. "Advancing theory and knowledge in the business-to-business branding literature," Journal of Business Research, Elsevier, vol. 69(8), pages 2664-2677.
    17. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    18. Brown, Brian P. & Zablah, Alex R. & Bellenger, Danny N. & Johnston, Wesley J., 2011. "When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity," International Journal of Research in Marketing, Elsevier, vol. 28(3), pages 194-204.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pyper, Keith & Marie Doherty, Anne & Gounaris, Spiros & Wilson, Alan, 2022. "A contingency-based approach to the nexus between international strategic brand management and export performance," Journal of Business Research, Elsevier, vol. 148(C), pages 472-488.
    2. Seyedghorban, Zahra & Matanda, Margaret Jekanyika & LaPlaca, Peter, 2016. "Advancing theory and knowledge in the business-to-business branding literature," Journal of Business Research, Elsevier, vol. 69(8), pages 2664-2677.
    3. Kocaman, Barış & Gelper, Sarah & Langerak, Fred, 2023. "Till the cloud do us part: Technological disruption and brand retention in the enterprise software industry," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 316-341.
    4. Beke, Frank T. & Eggers, Felix & Verhoef, Peter C. & Wieringa, Jaap E., 2022. "Consumers’ privacy calculus: The PRICAL index development and validation," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 20-41.
    5. Mullins, Ryan & Swain, Scott & Friend, Scott B., 2023. "How and should firms motivate salesperson effort across a Multi-Brand Portfolio?," Journal of Business Research, Elsevier, vol. 158(C).
    6. Fenfang Lin & Wai-Sum Siu, 2020. "Exploring brand management strategies in Chinese manufacturing industry," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 48-76, January.
    7. Torsten Bornemann & Martin Klarmann & Martin Moosbrugger, 2020. "Verhaltenswissenschaftliche Forschung zum organisationalen Einkaufsverhalten: Überblick über die Marketingliteratur [Behavioral B2B Buying Research—An Overview of the Marketing Literature]," Schmalenbach Journal of Business Research, Springer, vol. 72(4), pages 447-478, December.
    8. Lussier, Bruno & Philp, Matthew & Hartmann, Nathaniel N. & Wieland, Heiko, 2021. "Social anxiety and salesperson performance: The roles of mindful acceptance and perceived sales manager support," Journal of Business Research, Elsevier, vol. 124(C), pages 112-125.
    9. Glynn, Mark S., 2012. "Primer in B2B brand-building strategies with a reader practicum," Journal of Business Research, Elsevier, vol. 65(5), pages 666-675.
    10. Chen, Yen-Chun & Lin, Ya-Hui & Li, Po-Chien & Chen, Chung-Jen, 2022. "Understanding the interplay between competitor and alliance orientations in product innovativeness: An integrative framework," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    11. Khan Md Raziuddin Taufique & Chamhuri Siwar & Basri Talib & Farah Hasan Sarah & Norshamliza Chamhuri, 2014. "Synthesis of Constructs for Modeling Consumers’ Understanding and Perception of Eco-Labels," Sustainability, MDPI, vol. 6(4), pages 1-25, April.
    12. Massicotte, Steeve & Henri, Jean-François, 2021. "The use of management accounting information by boards of directors to oversee strategy implementation," The British Accounting Review, Elsevier, vol. 53(3).
    13. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.
    14. Ting Chi & Anastasia Frattali & Hang Liu & Yini Chen, 2023. "Regenerated Cellulose Fibers (RCFs) for Future Apparel Sustainability: Insights from the U.S. Consumers," Sustainability, MDPI, vol. 15(6), pages 1-13, March.
    15. Koo, Jakeun & Lee, Younghan, 2019. "Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes," Sport Management Review, Elsevier, vol. 22(2), pages 222-234.
    16. Bielefeldt, Jonas & Poelzl, Jana & Herbst, Uta, 2016. "What’s Mine Isn’t Yours – Barriers to Participation in the Sharing Economy," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 70(1), pages 4-25.
    17. Abdulrahman Alyami & Salvatore F. Pileggi & Igor Hawryszkiewycz, 2023. "Knowledge development, technology and quality of experience in collaborative learning: a perspective from Saudi Arabia universities," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3085-3104, August.
    18. Abhijit Guha & Timna Bressgott & Dhruv Grewal & Dominik Mahr & Martin Wetzels & Elisa Schweiger, 2023. "How artificiality and intelligence affect voice assistant evaluations," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 843-866, July.
    19. Kusi, Samuel Yaw & Gabrielsson, Peter & Baumgarth, Carsten, 2022. "How classical and entrepreneurial brand management increases the performance of internationalising SMEs?," Journal of World Business, Elsevier, vol. 57(5).
    20. Vijayabanu C. & Karthikeyan S. & Vijay Surya P., 2022. "Total quality management practices and its impact on Indian construction projects," Organization, Technology and Management in Construction, Sciendo, vol. 14(1), pages 2697-2709, January.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:174:y:2024:i:c:s0148296324000109. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.