Investigating the Role of Components Influencing on Customer Loyalty in B2B Markets

In the modern age, paying attention to the growth and development of customer loyalty as an important factor in companies marketing strategy that leads to the maintenance of current customers has increased. Therefore, today one of the most important issues the managers are dealing with is how to provide and extend a better understanding about the relation between the structures like brand and customer loyalty especially in large markets like B2B. Therefore, the aim of this study is investigating the role of components influencing on customer loyalty in B2B markets. The statistical society of this research includes the senior managers and purchase experts in the companies producing food industrials in Khuzestan province that its sample size is determined using Morgan table. The data collecting tool in this study is the questionnaire. The content validity of the questionnaire is determined using convergence validity and to evaluate the stability of the questionnaire we used the Cronbach alpha coefficient that is considered as 0/7. To evaluate the hypothesis and relations between variables of the research we used the structural equation modeling. The findings suggest the positive and meaningful effect of perceived merit, perceived value, the level of sharing information and emotional dependence to the brand on the brand loyalty in B2B markets.