What is it about?
What factors drive customer loyalty in UK manufacturing companies. We test this notion by using the Theory of Consumption Values to show that dimensions of functional, social, and emotional value contribute differently to behavioural and attitudinal loyalty in B2B contexts. By aligning loyalty-building efforts with relationship value components, suppliers can maximise both short-term retention and long-term strategic partnerships in B2B manufacturing.
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Why is it important?
The study refines the Theory of Consumption Values by showing that dimensions of functional, social, and emotional value contribute differently to behavioural and attitudinal loyalty in B2B contexts. The study provides new insights into the concept of emotional value consisting of interpersonal relationships, frustration, and human touch. The research delivers a methodological contribution through the use of a rigorous mixed‑methods design.
Perspectives
The research provides clear strategic guidance and actionable strategies for suppliers to enhance customer loyalty by leveraging distinct relationship value dimensions in price-sensitive markets. By aligning loyalty-building efforts with relationship value components, suppliers can maximise both short-term retention and long-term strategic partnerships in B2B manufacturing.
Dr Perry Shead
University of Reading
Read the Original
This page is a summary of: Relationship value-based antecedents of customer loyalty in B2B markets, Journal of Business and Industrial Marketing, August 2026, Emerald,
DOI: 10.1108/jbim-12-2025-1181.
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