ABSTRACT
Loyalty is a central concept in the relationship marketing paradigm because customer retention contributes to lower customer acquisition costs and thus positively affects the firm's profitability and market share. It has been defined in terms of repeat purchasing, long-term commitment, intention to continue the relationship and likelihood of not switching from a given supplier. To explain the sources of customer loyalty better within the business-to-business (B2B) context, this chapter presents various antecedents and several models. A key role in the modern-day supply chain is linked to the role of 3PL. Word of mouth (WOM) is the most effective, least expensive form of marketing. It is important for managers to understand what drives customers to keep and develop the relationship in the B2B context. The importance of logistics service quality (LSQ) for the customer is also discussed.
