The role of loyalty and satisfaction in forming word-of-mouth influence in a B2B environment: EvIdence from the knitting industry of Indonesia

This research aims to find how effective word of mouth in a B2B environment is based on loyalty and customer satisfaction. Word (WOM) influence among the knitting industry very important, since it provides sustainability for business itself. Using PLS (Partial Least Square) modeling, this study additional evidence indicating satisfaction has both direct indirect effects partners’ positive WOM activities. The samples were collected from industries Indonesia. finding indicates that high level directly increases activities; mediation effect between activities also significant effect.