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Article
Publication date: 6 May 2017

Nora Hänninen and Heikki Karjaluoto

The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications…

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Abstract

Purpose

The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty.

Design/methodology/approach

The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (n=121) collected from customers of Finnish manufacturing companies operating in the paper, mineral, and metal-processing industries.

Findings

The effects of customer-perceived value on customer loyalty are both direct and indirect, as marketing communications partially mediate this relationship. The customer-perceived effectiveness of various marketing communication channels adds more to loyalty formation than the perceived quality of marketing communications.

Practical implications

Of special interest for marketing practitioners is the channel-specific approach to the effectiveness of marketing communications. Results suggest that personalized channels would be the most important mediators of the effects of perceived value on loyalty and also bring up the possibility of combining personalized direct communication with new cost-effective digital channels.

Originality/value

Relatively little research has examined the mediating role of marketing communications in the relationship between perceived value and loyalty in the B2B context.

Details

Marketing Intelligence & Planning, vol. 35 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 6 July 2015

Heikki Karjaluoto, Nora Mustonen and Pauliina Ulkuniemi

The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial…

23357

Abstract

Purpose

The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms.

Design/methodology/approach

An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC).

Findings

The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship communications, support sales and create awareness. Third, firms have not used social media tools as a part of DMC as widely as traditional digital tools.

Research limitations/implications

Although the findings mirror those in DMC literature in general and industrial marketing communications in particular, they put more emphasis on the role of DMC in customer relationship communications and sales support.

Practical implications

DMC provides an opportunity to deliver various marketing objectives, such as creating brand awareness, increasing and supporting sales and improving communication with existing customers. Different DMC tools are required for each of these objectives.

Originality/value

This study is among the first ones examining the rapidly changing communications landscape and the spread of digital channels in industrial marketing communication.

Details

Journal of Business & Industrial Marketing, vol. 30 no. 6
Type: Research Article
ISSN: 0885-8624

Keywords

Available. Content available
Article
Publication date: 6 July 2015

Heikki Karjaluoto and Pauliina Ulkuniemi

10116

Abstract

Details

Journal of Business & Industrial Marketing, vol. 30 no. 6
Type: Research Article
ISSN: 0885-8624

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