B2B services: Linking service loyalty and brand equity

Abstract

Purpose ¿ A significant way of achieving high profitability is to retain existing customers who contribute to the service provider's revenue by continuously purchasing and paying more for products and services and building brand equity to the provider. The main objective of this study is to empirically examine and extend the knowledge underlying the linkage between service loyalty and brand equity performance outcomes in the context of business-to-business markets. It aims to develop and empirically test a theoretical model examining the antecedents and the outcomes of service loyalty in a business-to-business context. The model also aims to examine the relationship between service loyalty and customer share of wallet and price premium, as well as the links between the proposed antecedents (habitual buying, trust in the service provider, and perceived service quality) and service loyalty.