Original scientific paper
https://doi.org/10.1080/1331677X.2022.2142830
How to increase company loyalty: using relational variables and sustainable practices to segment the maritime transport sector
Milva Eileen Justavino-Castillo
Irene Gil-Saura
Maria Fuentes-Blasco
Beatriz Moliner-Velázquez
Abstract
Intense competition in goods transportation has highlighted the
importance of understanding customers’ interests in order to design
successful relationship strategies. This study proposes, through a
segmentation approach, to identify customer groups based on their
perceptions of sustainable practices and relational variables about
their main transport supplier. From a sample of 122 companies, a
multiple correspondence analysis was carried out. The results show
that there are three groups of customer companies, which correspond
to a high, low, and medium relational and sustainability
approach. The identified segments are also significantly different in
terms of time of operation in the maritime sector, type of activity,
size, and age. This proposal provides valuable information at the
managerial level on the most influential attributes in the generation
of loyalty in the B2B context of the maritime transport sector
Keywords
B2B relationship; sustainable practices; logistics value; long-term orientation; segmentation
Hrčak ID:
306802
URI
Publication date:
30.4.2023.
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