RELATIONAL BENEFITS IN A B2B CONTEXT. AN EMPIRICAL APPLICATION OF INDUSTRIAL CUSTOMERS OF ELECTRICITY AND NATURAL GAS

Abstract

Purpose: This paper analyses the relational benefits and their effects on perceived value, repurchase intentions and word-of-mouth in a B2B context: gas and electricity consumers in industrial market. Design/methodology/approach: Empirical research is done by collecting information from a sample of 326 major gas and electricity consumers in industrial market. Confirmatory factor analysis (CFA), lineal regressions, convergent validity, discriminant validity (AVE) and composite reliability were used to test the adequacy of the measurement models and the casual models. Findings: We have checked the mediator effect of perceived value in the causal relationships of the relational benefits and the two dimensions of fidelity (repurchase intentions and word-of-mouth). Relational benefits are one of the antecedents of the perceived value that does not exert moderating effect on those two dimensions. Discussion: The results of this research can be a starting point for considering the impact of specific tactical or strategic measures on the confidence benefits, social benefits and special treatment benefits of industrial customers.