Abstract/Summary

This thesis concerns the study of customer loyalty and its antecedents in the UK manufacturing sector. It adopts a critical realist perspective to the study of customer loyalty, locating the concept in the relationship marketing and social psychology literatures. The findings generated by the literature review and the results of an exploratory qualitative study leads to the development of a conceptual framework in which functional, social and emotional relationship value, customer satisfaction, and moderator variable, relationship age, are believed to influence the level of customer loyalty in the manufacturing industry. The conceptual framework is tested empirically using a quantitative survey design in the context of the UK manufacturing industry. Data is analysed through application of the partial least squares (PLS) structural equation modelling technique. From a theoretical perspective, the study makes a number of valuable contributions to the relationship marketing literature. The study confirms the importance of social and emotional relationship value aspects on customer satisfaction and loyalty outcomes in the manufacturing industry. The findings offer a new theoretical perspective of the role social and emotional value play in creating loyal customers and the role emotional value performs in buyer’s feelings of satisfaction in the B2B domain. The findings also suggest that customer satisfaction acts as a partial mediator in the relationship between customer value and customer loyalty. Moreover, a new theoretical concept of emotional value featuring frustration and human touch in addition to interpersonal relationships is also evidenced from the research results. Furthermore, the study also shows that the theory of consumption values can be applied to the B2B manufacturing domain. The results propose that behavioural loyalty can be expressed through customer satisfaction, and functional and emotional elements of relationship value. Whereas, attitudinal loyalty can be conveyed by customer satisfaction, and functional and social components of relationship value. These relationships are in turn also partially mediated through customer satisfaction. The results also indicate that all three dimensions of functional, social and emotional value influence customer satisfaction outcomes. Overall, the study provides recommendations on how to maximise customer loyalty through strategic combinations of relationship value. It also provides guidance on how to improve customer satisfaction through different elements of relationship value in the manufacturing industry. From a practical viewpoint, the research study findings offer suppliers important guidelines and a toolkit for establishing, developing, and maintaining successful relationships with their customers in the manufacturing industry.