How to Enhance Corporate Customers’ Loyalty on Purchasing Service Products? Exploring from the Perspective of Information Search

Abstract

Building upon the literature’s contribution to organizational procurement, enterprises must confront challenges derived from the uncertainty of collective decision-making and increasing efforts to scan for relevant information among providers. Especially for service products that cannot be tried in advance, how should corporate customers determine the price/performance of products before purchasing? This study explores ways to overcome the effect of these vulnerabilities and advance the quality of service and the loyalty framework to enrich the information processing theory. The results indicate that perceived value and relationship quality have greater effects on loyalty than service quality. Thus, if service providers can maintain amicable relationships and interactions with enterprise users, this will help the vendor provide enterprise users with appropriate product information in their service process, increasing the enterprise users’ loyalty. This study also proposes practical implications for the research results above, providing the information service industry with feasible service model suggestions and maintaining a sustainable competitive advantage. This study addresses relevant challenges faced by practitioners and provides managerial guidance to strengthen customer loyalty.