The role of services in creating brand loyalty for B2B manufacturers
研究基于328份来自造纸/包装和复印/印刷行业的客户数据，发现客户支持服务和品牌熟悉度是驱动B2B品牌忠诚的关键因素，且不同行业在服务类别的影响上存在差异。
• We consider brand familiarity and service categories in driving B2B brand loyalty. • 328 customer responses from paper/packaging and photocopying/printing industries. • Customer support services and brand familiarity drive brand loyalty. • Industry differences between customer support and operational service categories. • Both services and brand familiarity drive brand loyalty in B2B settings.