ICT and value co-creation in B2B: the new way of loyalty in service
In today’s competitive environment, it is emphasised that business digitalisation is one of the most important strategies to deal with new market challenges. This article argues that technology is a driving force behind business relationships, showing the origins of new ways to achieve loyalty. Thro...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Universidad del País Vasco (UPV/EHU)
2024-01-01
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| Series: | Management Letters/Cuadernos de Gestión |
| Subjects: | |
| Online Access: | https://ojs.ehu.eus/index.php/CG/article/view/25895 |
| _version_ | 1797356772737941504 |
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| author | Gloria Berenguer-Contri Irene Gil-Saura Roberto Gil Luisa Vallejo-Auñón Israel‐Javier Juma‐Michilena |
| author_facet | Gloria Berenguer-Contri Irene Gil-Saura Roberto Gil Luisa Vallejo-Auñón Israel‐Javier Juma‐Michilena |
| author_sort | Gloria Berenguer-Contri |
| collection | DOAJ |
| description | In today’s competitive environment, it is emphasised that business digitalisation is one of the most important strategies to deal with new market challenges. This article argues that technology is a driving force behind business relationships, showing the origins of new ways to achieve loyalty. Through a model which has been tested in a sample of 256 travel agencies, technology can facilitate coordination in the management of relationships between tourism companies, promoting value co-creation between suppliers and customers. Co-creation in turn maximises trust and commitment between organisations and lays the foundations for achievement of dual social and economic satisfaction, for client companies, which ultimately enhances their loyalty. This research contributes to the literature in the interorganizational context, showing quantitative evidence on how technology triggers a sequence of effects that, through value co-creation, trust, and commitment in the channel, between agents in the tourism field, trace a new route of relationships that leads to the achievement of dual satisfaction and loyalty. Additionally, the interrelationships between the two satisfactions are analysed, concluding the mediating effect of economic satisfaction between social satisfaction and loyalty. |
| first_indexed | 2024-03-08T14:31:24Z |
| format | Article |
| id | doaj.art-d0e2fee886a5430ea53935b0cdfd5e54 |
| institution | Directory Open Access Journal |
| issn | 1131-6837 1988-2157 |
| language | English |
| last_indexed | 2024-03-08T14:31:24Z |
| publishDate | 2024-01-01 |
| publisher | Universidad del País Vasco (UPV/EHU) |
| record_format | Article |
| series | Management Letters/Cuadernos de Gestión |
| spelling | doaj.art-d0e2fee886a5430ea53935b0cdfd5e542024-01-12T10:03:00ZengUniversidad del País Vasco (UPV/EHU)Management Letters/Cuadernos de Gestión1131-68371988-21572024-01-01241213610.5295/cdg.221879gbICT and value co-creation in B2B: the new way of loyalty in serviceGloria Berenguer-Contri0https://orcid.org/0000-0002-8063-6791Irene Gil-Saura1https://orcid.org/0000-0002-5758-0806Roberto Gil2https://orcid.org/0000-0002-0020-0067Luisa Vallejo-Auñón3https://orcid.org/0000-0002-7793-9855Israel‐Javier Juma‐Michilena4https://orcid.org/0000-0003-4439-3080Universitat de València, Institute of International Economics, C/ Serpis, 29. Valencia 46022, SpainUniversitat de València, Research Institute on Social Welfare Policy (POLIBIENESTAR), Department of Marketing, Valencia 46022, SpainUniversitat de València, Department of Marketing and Market Research, Avda dels Tarongers s/n. Valencia 46022, SpainUniversitat de València, Institute of International Economics, C/ Serpis, 29. Valencia 46022, SpainUniversitat de València, Research Institute on Social Welfare Policy (POLIBIENESTAR), Valencia 46022, SpainIn today’s competitive environment, it is emphasised that business digitalisation is one of the most important strategies to deal with new market challenges. This article argues that technology is a driving force behind business relationships, showing the origins of new ways to achieve loyalty. Through a model which has been tested in a sample of 256 travel agencies, technology can facilitate coordination in the management of relationships between tourism companies, promoting value co-creation between suppliers and customers. Co-creation in turn maximises trust and commitment between organisations and lays the foundations for achievement of dual social and economic satisfaction, for client companies, which ultimately enhances their loyalty. This research contributes to the literature in the interorganizational context, showing quantitative evidence on how technology triggers a sequence of effects that, through value co-creation, trust, and commitment in the channel, between agents in the tourism field, trace a new route of relationships that leads to the achievement of dual satisfaction and loyalty. Additionally, the interrelationships between the two satisfactions are analysed, concluding the mediating effect of economic satisfaction between social satisfaction and loyalty.https://ojs.ehu.eus/index.php/CG/article/view/25895technologyvalue co-creationloyaltytrustcommitmentsatisfaction |
| spellingShingle | Gloria Berenguer-Contri Irene Gil-Saura Roberto Gil Luisa Vallejo-Auñón Israel‐Javier Juma‐Michilena ICT and value co-creation in B2B: the new way of loyalty in service Management Letters/Cuadernos de Gestión technology value co-creation loyalty trust commitment satisfaction |
| title | ICT and value co-creation in B2B: the new way of loyalty in service |
| title_full | ICT and value co-creation in B2B: the new way of loyalty in service |
| title_fullStr | ICT and value co-creation in B2B: the new way of loyalty in service |
| title_full_unstemmed | ICT and value co-creation in B2B: the new way of loyalty in service |
| title_short | ICT and value co-creation in B2B: the new way of loyalty in service |
| title_sort | ict and value co creation in b2b the new way of loyalty in service |
| topic | technology value co-creation loyalty trust commitment satisfaction |
| url | https://ojs.ehu.eus/index.php/CG/article/view/25895 |
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