ICT and value co-creation in B2B: the new way of loyalty in service
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Published
11-01-2024
Gloria Berenguer-Contri
Irene Gil-Saura
Roberto Gil
Luisa Vallejo-Auñón
Israel‐Javier Juma‐Michilena
https://orcid.org/0000-0002-8063-6791
Irene Gil-Saura
Roberto Gil
Luisa Vallejo-Auñón
Israel‐Javier Juma‐Michilena
Abstract
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.
How to Cite
Berenguer-Contri, G., Gil-Saura, I., Gil, R., Vallejo-Auñón, L., & Juma‐Michilena, I. (2024). ICT and value co-creation in B2B: the new way of loyalty in service. Cuadernos De Gestión, 24(1), 21–36. https://doi.org/10.5295/cdg.221879gb
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Keywords
Technology, Value co-creation, Loyalty, Trust, Commitment, Satisfaction
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