Yonsei Business Review Vol. 51, No. 1 (Spring 2014), 99-130 B2B Exploring the Antecedents and Consequences of Buyer Satisfaction in B2B: Brand Equity, Relationship Quality, Switching Cost, and Loyalty Gap Yeon Jeong** Hyun Jae Yu*** Min Suk Kim**** B2B 205 AMOS (7.0 version) SPSS (15.0 version) 2013 10 21 1 2014 1 25 2014 2 19 2014 (2014.03.01) 1 (E-mail: kingkap@naver.com) (E-mail: bus89@sogang.ac.kr) (E-mail: positive.kms@gmail.com)
100 B2B ABSTRACT While much research has focused on customer satisfaction in business-toconsumer(b2c) context, customer satisfaction is important in business-to-business(b2b) context as well. To date, however, limited attempts have been made to conceptualize buyer satisfaction and investigate its antecedents and consequences, in particular, in B2B context. The objective of this study was to empirically analyze the causal influences antecedents such as supplier brand equity and consequences of buyer satisfaction in B2B context. For a more realistic approach the data was collected from B2B buyers. 205 samples were used for this analysis with AMOS (7.0 version) and SPSS (15.0 version). The empirical results of the study showed a strong significant relationship from antecedents of buyer satisfaction, buyer satisfaction, relationship quality and switching costs to loyalty. The results can be summarized as follows: first, it was found that perceived quality, perceived value and supplier brand awareness positively affected buyer satisfaction, while supplier brand image had no influence on buyer satisfaction. Second, it was found that buyer satisfaction had positive effect on relationship quality and loyalty, while there was no relationship between buyer satisfaction and switching cost. Third, relationship quality had positive influence on increasing the switching cost and loyalty. Finally, switching cost positively affected to enhance loyalty. Key words B2B, Buyer Satisfaction, Supplier Brand Equity, Relationship Quality, Switching Cost, Loyalty.
B2B 101 2011 Kanter, 1989 B2B(business-tobusiness) Narayandas, 2005 B2B B2C 2007 Kotler & Pfoertch, 2006) B2B 2010 B2B B2B B2B Durvasula et al., 2003; Lam et al., 2004 Bendixen et al., 2004 B2B Madaleno et al., 2007; Terawatanavong et al., 2007 Gil et al., 2008 Molinari et al., 2008; Naumann et al., 2009 B2B
102 B2B B2B Anderson, 2004; Michell et al., 2001 B2B B2B transaction-specific assets B2B. transaction-specific assets Hill, 1990;, 2011 B2B
B2B 103 Heide & John, 1992 2.1. B2B B2C Oliver, 1999 Cronin & Taylor, 1992; Anderson et al., 1994 Fornell et al., 1996; Oliver, 1999 Caruanna, 2002; Hellier, Geursen et al., 2003; Homburg & Ruldolph, 2001 B2C B2B Henrikki & Alajoutsijarvi, 2000 B2B Cater & Cater, 2010 B2B
104 Anderson et al.(1994) Geyskens et al.(1999) Jap and Ganesan(2000) (Homburg & Stock, 2004). 2.2. B2B B2B Berebs et al., 2005; Chaudhuri & Holbrook, 2001; Gil et al., 2008; Janda et al., 2002; Wood, 2008) Aaker, 1996; Keller et al., 1998; Yoo et al., 2000 Low & Lamb, 2000 Janda et al.(2002) Durvasula et al.(2003) B2B 2006 B2B
B2B 105 Bennett & Rundle-Thiele, 2004). Madaleno et al.(2007) Gil et al.(2008) B2B Berebs et al., 2005 Jensen and Klastrup(2008) 2009 B2B Aaker, 1996 2006 Gladden and Funk(2002) B2B
106 2.3. B2B B2C Oliver, 1999 Fornell, 1992 Gerpott et al.(2001) B2B B2B (Lam et al., 2004; Molinari et al., 2008; Wood, 2008). B2B Crosby et al.(1990) Jarvelin and Lehtinen(1996) Larges et al.,(2005) B2B Bejou et al., 1996; Larges et al., 2005 2006
B2B 107 2008 (Dick & Basu, 1994) 2007 Lam et al.(2004) Yanamandra and White(2006) Sharma & Patterson, 2000 2006. 3.1. B2B Low & Blois, 2002
108 Anderson, 2004 B2B Aaker, 1996; Keller et al., 1998; Yoo et al., 2000 1 1 3.2. 3.2.1. Bauer et al., 2006 Janda et al.(2002) Molinari et al.(2008)
B2B 109 1 3.2.2. Lam et al(2004) (Gil et al., 2008) 2 3.2.3. (Johnson & Gustafsson, 2000). Madrigal(2000) Jensen and Klastrup(2008) 3 3.2.4. Keller et al., 1998 2006
110 Gladden and Funk(2002) 4 3.2.5. Mittal & Kamakura, 2001 Auh et al., 2003 2006 2008 Fornell(1992) Lam et al.(2004) 2006 Fornell(1992) 2006 (Molinari et al., 2008) 5
B2B 111 6 7 3.2.6 Morgan & Hunt, 1994 Crosby et al., 1990 1998 Yanamandram and White(2006) 8 9 3.2.7. Ruyter et al.(1998) Jones et al.(2000) Lee and Cunningham(2001)
112 10 3.3. 7 Likert-type) 1 4 7 Zeithaml(1988), Low and Lamb(2000) 4 Zeithamal(1988) Bennett and Rundle-Thiele(2004) 5 Berebs et al.(2005) 6 Aaker(1996) 4 Geyskens et al.(1999) Jap and Ganesan(2000) 4 Amy and Sohal(2002) Larges et al.(2005) 11 Dick and Basu(1994) Yanamandra and White(2006) 5
B2B 113 Oliver(1999) Anderson and Srinivasan(2003) 5 Appendix 3.4. MTI code IT E-mail 2012 11 500 205 missing variable 44 161 SPSS 12.0 AMOS 7.0 3.5. common method bias Harmon one-factor test Podsakoff et al., 2003 3 35.7% 23.6% 16.4% Podsakoff et al., 2003
114 4.1. 113 70.19% 48 29.81% 500 91 56.52% 50 17.39% 10 89 55.28% 2 4 27 16.77% 86% 4.2. FGI(Focus Group Interview) 4.2.1. Cronbach s 2 RQ7, RQ11 0.151, 0.287 0.3 Cronbach s 0.903 0.955 Nunnally(1978) 0.7
B2B 115 4.2.2. B2B content validity construct validity discriminant validity 2 = 972.823(p = 0.058) RMSEA = 0.022, CFI = 0.991 200 CFI CFI 0.991 0.9 factor loading average variance extracted; AVE construct reliability 2007 standardized factor loading 0.7 1 1 (PV2) 1 LY4 estimates C.R. t 8 t p PG1 0.879 0.922 0.065 14.219 *** PG2 0.945 1.018 0.063 16.087 *** PG3 0.897 0.972 0.066 14.772 *** PG4 0.924 1.044 0.068 15.326 *** PV1 0.875 0.993 0.069 14.383 *** PV3 0.891 0.987 0.066 15.023 *** PV4 0.868 0.982 0.070 14.038 *** PV5 0.888 1.020 0.070 14.544 ***
116 t p BI1 0.810 0.978 0.080 12.273 *** BI2 0.811 0.956 0.078 12.258 *** BI3 0.857 1.154 0.085 13.610 *** BI4 0.863 1.075 0.078 13.754 *** BI5 0.831 1.168 0.090 12.916 *** BI6 0.840 1.119 0.085 13.091 *** BA1 0.873 0.982 0.070 13.954 *** BA2 0.811 1.013 0.081 12.506 *** BA3 0.858 1.145 0.084 13.654 *** BA4 0.801 1.048 0.085 12.376 *** SA1 0.904 0.947 0.063 15.048 *** SA2 0.903 0.947 0.062 15.216 *** SA3 0.906 0.934 0.062 15.107 *** SA4 0.907 0.969 0.064 15.211 *** RQ1 0.848 1.113 0.082 13.496 *** RQ2 0.812 0.983 0.077 12.682 *** RQ3 0.797 0.944 0.077 12.334 *** RQ4 0.885 1.041 0.071 14.746 *** RQ5 0.873 1.045 0.074 14.168 *** RQ6 0.833 1.006 0.077 13.115 *** RQ8 0.825 0.956 0.074 12.913 *** RQ9 0.824 0.939 0.073 12.913 *** RQ10 0.881 0.978 0.067 14.596 *** SW1 0.914 1.348 0.089 15.168 *** SW2 0.962 1.455 0.088 16.586 *** SW3 0.918 1.350 0.089 15.258 *** SW4 0.812 1.108 0.089 12.512 *** SW5 0.860 1.199 0.087 13.723 *** LY1 0.869 0.963 0.070 13.827 *** LY2 0.877 0.939 0.068 13.882 *** LY3 0.825 0.990 0.076 12.941 *** LY5 0.766 0.837 0.073 11.438 *** 2 = 972.823, d.f. = 905, p = 0.058, 2 /d.f. = 1.075, RMSEA = 0.022, CFI= 0.091 p.001
B2B 117 0.5 Hair et al., 1998 AVE 0.678 0.831 0.7 0.7 AVE 2 0.472 AVE 0.678 2 AVE AVE AVE r r 2 0.698 0.831 0.498 0.248 0.698 0.775 0.286 0.082 0.698 0.678 0.155 0.024 0.698 0.819 0.532 0.283 0.698 0.710 0.130 0.017 0.698 0.698 0.145 0.021 0.698 0.801 0.413 0.171 0.831 0.775 0.370 0.137 0.831 0.678 0.455 0.207 0.831 0.819 0.218 0.048 0.831 0.710 0.684 0.468 0.831 0.698 0.569 0.324 0.831 0.801 0.687 0.472 0.775 0.678 0.232 0.054 0.775 0.819 0.460 0.212 0.775 0.710 0.583 0.340 0.775 0.698 0.548 0.300 0.775 0.801 0.167 0.028 0.678 0.819 0.222 0.049 0.678 0.710 0.331 0.110 0.678 0.698 0.162 0.026 0.678 0.801 0.484 0.234
118 AVE AVE r r 2 0.819 0.710 0.090 0.008 0.819 0.698 0.497 0.247 0.819 0.801 0.649 0.421 0.710 0.698 0.116 0.013 0.710 0.801 0.612 0.375 0.698 0.801 0.322 0.104 4.3. 2 932.414 0.296 0.05 2 2 df 1 2 6 2 df 1.025 RMSEA 0.012 0.05 CFI 0.997 PGFI 0.686 0.5 PNFI 0.784 0.6 0.9 4.4. 3
B2B 119 3 C.R. P H1 0.502 0.553 7.688 H2 0.319 0.328 5.533 H3 0.065 0.065 1.319 0.187 H4 0.103 0.104 2.263 0.024 H5 0.759 0.834 7.768 H6-0.046-0.056-0.491 0.624 H7 0.596 0.563 7.297 H8 0.352 0.391 3.624 H9 0.272 0.234 3.537 H10 0.323 0.250 5.403 *** : p <.001. 5.1. B2B B2B
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B2B 121 B2B B2B B2B B2B B2B B2B
122 5.2. B2B
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B2B 129 Appendix Zeithaml(1988), Low and Lamb(2000) Zeithamal(1988) Bennett and Rundle-Thiele(2004) Berebs et al.(2005) Aaker(1996) Geyskens et al.(1999) Jap and Ganesan(2000) Amy and Sohal(2002) Larges et al.(2005)
130 Dick and Basu(1994) Yanamandra and White(2006) Oliver(1999) Anderson and Srinivasan(2003)