Abstract

Customer loyalty has been a focus of marketing as it is believed that higher level of customer loyalty may resultin higher levels of repurchase. Numerous researches are carried out on the antecedents of customer loyalty inconsumer market, but not many been discussed within business market and supply chain environment. Thisstudy aims to examine how product value, profitability, marketing support and perceived switching costs caninfluence customer behavioural loyalty in the business-to-business (B2B) context. By targeting small retailers ascase market, tailored questionnaires were distributed to 150 business customers. The findings of this studysuggests that customer behavioural loyalty towards supplier can be improved by focusing on increasing productvalue, enhancing profitability and building switching of costs.

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