Precursors and outcome of satisfaction in business-to-business relationship building: An information communication technology industry perspective in South Africa

Abstract

Orientation: To secure a competitive business position, mobile business service providers need to explore the factors that, in predicting customer loyalty, will enable them to focus marketing efforts on improving their current customer management strategy, ultimately leading to enhanced satisfaction.

Research purpose: This study intended to determine the influence of selected customer relationship management factors on customer satisfaction and customer loyalty.

Motivation for the study: To ensure the loyalty of their customer base, mobile business service providers need to understand the factors that secure customer satisfaction in a competitive ICT business-to-business (B2B) market.

Research design, approach and method: Data were gathered by means of a self-administered questionnaire, and a total of 253 responses were eligible for analysis. Simple regression analysis was applied to validate the hypotheses formulated.

Main findings: It was established that corporate image, service quality, perceived value, customisation and trust have a significant and positive influence on ICT business customer satisfaction and loyalty.

Practical/managerial implications: The findings suggest that efforts towards improving corporate image, service quality and customer perception of the value provided, focusing on the level of customisation and establishing trust among business customers will aid B2B mobile service providers in achieving satisfied and loyal customers.

Contribution/value-add: This study adds to the body of knowledge by identifying and demonstrating the influence of five customer relationship management factors that contribute to achieving customer satisfaction and loyalty in the Business-to-business information communication technology (B2B ICT) industry of an emerging African market.