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Customer loyalty behavior in B2B vs. B2C scenarios

Customer loyalty behavior in B2B vs. B2C scenarios

Michael Lowenstein, VP and Senior Consultant, Customer Loyalty Management, Harris Interactive

What are the major differences between business-to-business (B2B) and business-to-consumer (B2C) models of consumer loyalty?

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The focus must be on the value proposition, which is the combination of rational (functional) elements of performance and emotional (trust and relationship) elements of performance. So, except for the specific supplier decision criteria, which varies from situation to situation, there is more similarities than differences between B2C and B2B in what drives customer loyalty behavior.

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This was first published in January 2007

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