The Effect of Recession on B2B Loyalty
The relations among organizations represent interactions with the goal of utilizing mutual advantages. While exploring the most important factors of inter organizational relations researches have focused mainly on perceived quality, satisfaction, trust, c
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he respondents which dimensions influence loyalty both on customer and supplier side? The dimensions were measured with statements, like: “They never disappoint us even if we are in trouble”, “They always do their best to keep their promises”, “We can trust their confidence”, “They always tell us the truth”, etc. (The value of Cronbach alfa was in this case 0.886.) 3. The third group of questions aimed to explore the changes of loyalty due to recession. The statements were: “With a proven partner it is easier to overcome the difficulties”, “Pricing is becoming a more and more important issue in the business partnerships” “Efficiency is becoming a more and more important issue in the business partnerships”, “We try to stick to our old partners”, etc. The responses were measured with their agreement with the statements in a lickert scale of 1-6. The distribution of the responses was analyzed with the Friedman test, the reliability of the scales was measured with Cronbach alfa. Besides doing principal components analysis the relations among factors were analyzed by a correlation model. RESULTS AND DISCUSSION According to all participants of the qualitative research loyalty does exist in inter organizational relations. Interesting result of the focus group and in depth interviews was that behavioral loyalty (reprchbuying) had not been mentioned. Loyalty in B2B relation was perceived as an endeavor to maintain relations, and as the main indicator of this “trust” had been mentioned. The development of trust is a long process, in which the partners (customers or suppliers) prove their reliability, correctness, and fair behavior. Keeping personal relations also proved to be an important factor of trust. Beside attitudinal ad affective loyalty the notion of calculative loyalty has emerged. It means that the partners consider emotional loyalty as an investment. As far as the recession is concerned, the respondents could be classified into three groups: those who refuse loyalty, those who are uncertain, and those who are supporting loyal relation also in recession. Refusers argue that profit is the only driving force in recession, there is no place for emotions. The uncurtains tend to maintain relations but they do not know what will happen in the future, so they do not trust in the partners or even not in themselves. The loyals in contrary believe that they can survive together better than alone, so mutual loyalty can benefit both parties. According to them trust and fairness is even more valued in recession, giving the feeling that “they can count with the partners”. They think that personal relations intensified in these times, and even top managers participate in the personal meetings. By analyzing the data of the 130 questionnaires the following result were obtained. How respondents think about loyalty? They interpret loyalty as an endeavor for a long term relation. The distribution and the Friedman test showed that the respondent would stick to their best supplier even in case of smaller mistakes or little bit higher pric
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