Customer loyalty and characteristics of digital channels among B2B companies

Abstract

The paper investigates the effect of the characteristics of digital channels on business-to-business (B2B) customer loyalty. The paper is based on technology-based theories and investigates the effect of the characteristics of digital channels comprising ease of use, perceived usefulness, information quality and engagement on the level of B2B customer loyalty. The model was developed and empirically tested against data collected from the respondents using digital channels for work purposes. The respondents were product and technical product managers, purchase managers and marketing professionals. The structural equation modelling partial least squares analysis indicated moderate explanatory power of the suggested model. According to the results, customer loyalty is mainly affected by engagement rather than other characteristics of digital channels. Contrarily to the nature of the Technology Acceptance Model (TAM), ease of use showed no effect on perceived usefulness. The research advances the theoretical understanding of the role of the characteristics of digital channels and suggests recommendations to win customer loyalty in the B2B context. However, the chosen methodology, sample frame and sample size might limit the generalisability of the results. © 2020, Faculty of Economics and Administration. All rights reserved.