“I am Delighted!”: The Effect of Perceived Customer Value on Repurchase and Advocacy Intention in B2B Express Delivery Services

Express parcel delivery has increased significantly in recent years because of changes technology and consumer habits, as the number express companies competitiveness among them. For an business to be sustainable, it must succeed increasing customer perceived value (CPV). This study aims investigate business-to-business (B2B) performance between their main service provider. The objective was analyze impact CPV on both intention repurchase services recommend such sector. develops a research model that is analyzed sector Spain using variance-based structural equation technique, partial least squares (PLS-SEM), for data analysis. findings reveal with B2B sector, positively associated customer’s satisfaction trust, which turn enhances stimulates advocacy. In market competitive environment, critical factor ensuring company sustainability.