JYX > Artikkelit > Kauppakorkeakoulu > View Item
The effect of marketing communication on business relationship loyalty
Hänninen, N., & Karjaluoto, H. (2017). The effect of marketing communication on business relationship loyalty. Marketing Intelligence and Planning, 35(4), 458-472. https://doi.org/10.1108/MIP-01-2016-0006
Published inMarketing Intelligence and Planning
© Emerald Group Publishing Limited 2017. This is a final draft version of an article whose final and definitive form has been published by Emerald. Published in this repository with the kind permission of the publisher.
Purpose The purpose of this study is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (N = 121) collected from customers of Finnish manufacturing companies operating in the paper, mineral and metal-processing industries. Findings The effects of customer-perceived value on customer loyalty are both direct and indirect, as marketing communications partially mediate this relationship. The customer-perceived effectiveness of various marketing communication channels adds more to loyalty formation than the perceived quality of marketing communications. Practical implications Of special interest for marketing practitioners is the channel-specific approach to the effectiveness of marketing communications. Results suggest that personalized channels would be the most important mediators of the effects of perceived value on loyalty but also bring up the possibility of combining personalized direct communication with new cost-effective digital channels. Originality/value Relatively little research has examined the mediating role of marketing communications in the relationship between perceived value and loyalty in the business-to-business context. ...
PublisherEmerald Group Publishing Limited
ISSN Search the Publication Forum0263-4503
Publication in research information system
MetadataShow full item record
- Kauppakorkeakoulu 
Showing items with similar title or keywords.
Environmental values in industrial marketing relationships Hänninen, Nora (University of Jyväskylä, 2017)Concern for the natural environment has become an issue that virtually all companies have to address. Literature suggests that an environmentally oriented marketing strategy, such as an environmental brand image, yields ...
Customer Environmental Values and Their Contribution to Loyalty in Industrial Markets Mustonen, Nora; Karjaluoto, Heikki; Jayawardhena, Chanaka (John Wiley & Sons Ltd.; ERP Environment, 2016)Concern over the effect of industries on the natural environment is growing on a multitude of levels. This study examines the effects of how perceptions of (a) environmental values, (b) green image and (c) perceived value ...
The role of digital channels in industrial marketing communications Karjaluoto, Heikki; Mustonen, Nora; Ulkuniemi, Pauliina (Emerald Group Publishing Limited, 2015)Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine ...
How value and trust influence loyalty in wireless telecommunications industry Karjaluoto, Heikki; Jayawardhena, Chanaka; Leppäniemi, Matti; Pihlström, Minna (Elsevier, 2012)Despite making significant investments in enhancing the customer service experience, long-term customer loyalty remains an elusive dream for many service providers. Particularly in the telecommunications industry, switching ...
Investigating the Impact of Rewarded Social Media Engagement, Trust, Perceived Switching Cost and Loyalty on Loyalty Members in Sports Industry Rauf, Muniba; Karjaluoto, Heikki (Routledge, 2023)Social media has changed the way people interact with companies and one another as well as become a powerful tool for enhancing touchpoints with customers. While many studies on loyalty, loyalty/reward programmes exists, ...