Rethinking Loyalty in Business Relationships

Research output: Contribution to conferencePaperResearchpeer-review


This conceptual paper develops an alternative understanding of the foundation of commitment and loyalty in business relationships. It is argued that commonly used facets of commitment and loyalty depend on past behavior or expectations but do not explain the foundation of such commitment and loyalty. The paper develops a relevant constructs which explain the alignment and match between customers and suppliers. The foundation of commitment and loyalty should be seen as an aggregated match of three elements: business understanding, business resources,
and business interaction. The new model for the foundation of loyalty contributes to an understanding of loyalty and customer behavior in business markets and challenges current loyalty measurement models.
Original languageEnglish
Publication date2012
Number of pages7
Publication statusPublished - 2012
EventThe 41th EMAC Annual Conference 2012: Marketing to Citizens: Going beyond Customers and Consumers - ISCTE Business School, Lisbon, Portugal
Duration: 22 May 201225 May 2012
Conference number: 41


ConferenceThe 41th EMAC Annual Conference 2012
LocationISCTE Business School
Internet address

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