An empirical study of retailing loyalty in the stone industry

This paper aims to investigate how relationship quality can drive business partner's word-of-mouth communication and loyalty in the business-to-business context. Furthermore, how cooperation and interrelation between suppliers and retailers in the construction industry would achieve sustainable competitive advantages. Finally, the problems accompanied with relationship quality affecting long-term development and preservation of business connections between retailers and main suppliers. This paper uses the PLS-SEM approach to analyse a data collection of 340 respondents, who represent retailers selling granite and construction materials in Ho Chi Minh City, Vietnam. The research finds some notable results: product quality is an important determinant, which has a strong impact on satisfaction, commitment, trust and loyalty. Besides, the result also supports that the higher the level of loyalty, the better effective the marketing channel from word-of-mouth is. Managerial implications are also recommended for managers to establish strategies to maintain and develop the relationships with their retailers.