What's it really worth? A meta-analysis of customer-perceived relationship value in B2B markets

Geiger, I (通讯作者),Aalen Univ, Sch Management, Aalen, Germany.
2023-2-15
Purpose Research on customer-perceived relationship value (CPRV) in business-to-business (B2B) markets has flourished over the past two decades. This paper aims to meta-analytically take stock of this research stream. It creates a comprehensive overview of the theoretical bases of CPRV research and establishes CPRV in its nomological network. The latter includes relationship benefits and sacrifices, offer quality, trust, switching costs, satisfaction, commitment, loyalty and salience of alternatives. Meaningful boundary conditions of the links to and from CPRV emerge from this research. Design/methodology/approach To locate suitable primary studies for inclusion in this meta-analysis, a comprehensive literature search was performed. Selection criteria ensured that only suitable B2B samples were included. Meta-analytical random and mixed-effects models were performed on a sample of k = 83 independent data sets from 94 primary publications, with a total n = 22,305. Findings All constructs are strongly related to CPRV in the expected direction, except for switching costs and salience of alternatives with a moderate relationship and relationship sacrifices with a non-significant mean association. Firm type (manufacturing, non-manufacturing), key informant role (purchaser, non-purchaser), supplier offering type (goods, services) and measurement approach (reflective, formative) function as boundary conditions in the moderation analysis. Originality/value This study is one of the very rare meta-analyses that draws exclusively from B2B marketing primary studies. It summarizes and solidifies the current theoretical and empirical knowledge on CPRV in business markets. The novel inclusion of boundary conditions offers additional insight over primary studies and makes for interesting new research directions.
JOURNAL OF BUSINESS & INDUSTRIAL MARKETING
卷号:38|期号:4|页码:751-773
ISSN:0885-8624|收录类别:SSCI
语种
英语
来源机构
Hochschule Aalen
被引频次(WOS)
0
被引频次(其他)
0
180天使用计数
9
2013以来使用计数
12
EISSN
2052-1189
出版年
2023-2-15
DOI
10.1108/JBIM-09-2021-0438
WOS学科分类
Business
学科领域
循证经济学
关键词
Meta-analysis Nomological network Supplier relationships Business-to-business marketing Customer-perceived relationship value