In today’s highly competitive business environment, the remarkable increase in the number of companies is becoming a problem. Due to this situation and also diversity in customer demand, business people are required to contemplate how to establish strategies to gain new potential customers or to maintain existing customers. Caceres and Paparoidamis (2007) identify that the cost of acquiring new customers is considerably greater than the cost of retaining existing customers. It could be said that it takes less money to keep your current customers happy than to attract new ones. Therefore, most firms’ programs have heavily focused on customer retention or, in other words, the management of customer loyalty. A significant amount of research asserts that recognition of factors that influence customer loyalty is fundamental for firms. Particular elements proposed in this essay include customer satisfaction, customer service, and word-of-mouth. This essay argues that it is essential for a company to consider how these factors work inter-dependently to create customer loyalty. It will discuss the important elements that influence customer loyalty in business-to-business (B2B) relationships and also look at their relative effectiveness. Finally, it will prove that the individual factors cannot be evaluated in isolation and only operate effectively as a whole.
Firstly, customer satisfaction may appear to be an important and crucial component in maintaining customers over a long period of time. White and Yanamandram (2007) clearly define customer satisfaction as a fulfillment of a customer’s wishes or expectations of a purchase. In other words, the customer will be satisfied when they are able to get what they want. It is likely to be one key factor in measuring customer loyalty. According to Naumann, Williams and Khan (2009), customer satisfaction might be
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