Abstract
Objective: This study aims to focus on a literature review of factors that affect B2B customer loyalty by looking at the perspective on a Loyalty Program (LP). Measure how the level of customer loyalty follows the B2B system for MSMEs. Providing the benefits of partnering by establishing good quality relationships, providing a sense of igh trust and maximum satisfaction so as to create loyalty.
Method: This study is bibliometric. This research analysis technique uses Vosviewer. Where this technique collects databases from electronic journals in accordance with the scope of discussion. Electronic journal data collection using Publish or Perish based on the year 2016-2022 of the journal publisher.
Result: The result of this study, there is another perspective factor that indirectly affects increasing customer loyalty, namely environment turbulence. So it can be concluded, looking also from the conditions of the internal and external environment that customer loyalty can be formed if the B2B system implemented provides Environmental conditions are good and beneficial for both parties. Limitations in this study have not been held specifically related to the selected B2B objects and only reviewed according to the literature obtained through the electronic journal. The recommendation in this study is to develop B2B potential by linking environmental turbulence factors as factors indirectly strengthen customer loyalty.
Conclusion: This research is valuable because there is an update related to environmental turbulence variables that moderate the study of relationship quality, trust and satisfaction with B2B loyalty to MSMEs. Seeing that B2B conditions are still minimal in the MSME category as the main actor, especially in Indonesia. There needs to be a deeper study related to this research by adding the specifications of the MSME country and region
Publisher
South Florida Publishing LLC
Subject
Law,Development,Management, Monitoring, Policy and Law