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Antecedents of loyalty in business-to-business electronic commerce

Author

Listed:
  • Claudimar Pereira da Veiga
  • Cássia Rita Pereira da Veiga
  • Leandro Ferreira Di Iorio
  • Zhaohui Su

Abstract

This study conducts a systematic literature review (SLR) to analyse the antecedents of loyalty in business-to-business electronic commerce (eB2B). The research explores how relationship quality, trust, satisfaction, and service touchpoints contribute to developing and sustaining customer loyalty from both buyer and seller perspectives. Utilising the SPAR-4-SLR protocol, the review follows three stages: assembling studies from Web of Science and Scopus (2005-2023). The findings reveal a significant shift in eB2B marketing from transactional exchanges to behavioural interactions that foster loyalty, highlighting the crucial roles of relationship quality, trust, satisfaction, and comprehensive service touchpoints. This SLR provides the first extensive synthesis of loyalty mechanisms in eB2B, offering actionable insights for marketers and managers. It underscores the importance of integrating marketing intelligence and innovative methodologies in business forecasting, aligning with contemporary practices and theories to enhance strategic decision-making and contribute to sustainable business growth.

Suggested Citation

  • Claudimar Pereira da Veiga & Cássia Rita Pereira da Veiga & Leandro Ferreira Di Iorio & Zhaohui Su, 2026. "Antecedents of loyalty in business-to-business electronic commerce," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 11(2), pages 191-212.
    • Handle: RePEc:ids:ijbfmi:v:11:y:2026:i:2:p:191-212
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