The role of value co-creation in sustaining partner loyalty in B2B business: a service-dominant logic approach

The primary aim of this research is to investigate the impact of value co-creation utilizing the Service-Dominant Logic (SDL) approach on partner satisfaction, which subsequently fosters loyalty, commitment, and trust among B2B organizations. The present study examined petrogenic partners manufactured by PT Petrokimia Gresik, an Indonesian government-owned enterprise tasked with assisting in the production of organic fertilizers. The present study employed a survey methodology to gather data from 139 petrogenic supplier partners. As a form of SDL, value co-creation with supply partners through training, development programs, knowledge sharing, and standard-setting influences their satisfaction with the cooperative relationship, which ultimately increases their commitment and loyalty to PT Petrokimia Gresik and fosters trust. The findings of this research indicate that business-to-business (B2B) organizations must prioritize their relationships with business partners, particularly suppliers. By engaging suppliers in the value co-creation process, organizations can foster supplier loyalty and satisfaction, ultimately leading to the achievement of high-quality production outcomes. Key Words:co-creation, B2B, Loyalty