EFFECTS OF CUSTOMER VALUE AND SERVICE QUALITY ON CUSTOMER LOYALTY: MEDIATION ROLE OF TRUST AND COMMITMENT IN BUSINESS-TO-BUSINESS CONTEXT
EFFECTS OF CUSTOMER VALUE AND SERVICE QUALITY ON CUSTOMER LOYALTY: MEDIATION ROLE OF TRUST AND COMMITMENT IN BUSINESS-TO-BUSINESS CONTEXT

Summary/Abstract: This study aims to investigate the effects of customer value, service quality, trust and commitment on customer loyalty in the context of business-to-business. Moreover, this study examines the mediating role of commitment and trust between service quality, customer value and customer loyalty. This study is informed by a sample of 350 managers and employees working for two Iranian automotive industries. The results reveal a significant effect for service quality, customer value, commitment and trust on customer loyalty. In addition, the findings confirm a mediating role for commitment and trust between service quality, customer value and customer loyalty. This study makes a significant theoretical contribution to the B2B literature by examining the effects service quality and customer value on customer loyalty in a single model, and by exploring the meditating role of commitment and trust between these constructs. Moreover, the findings of this study have a number of practical implications.

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