The Effect of Customer Perceived Value on Word of Mouth and Loyalty in B-2-B Marketing

The purpose of this study focuses on the role of Customer Perceived Value (CPV) in building Word of Mouth (WOM) and loyalty at the Business to Business (B2B) context. More specifically, we examine the proposition that customer perceived value in service providers with unique antecedents and consequences. Data were collected in the main study by measuring the participants through face-to-face interviews and questionnaires. The subjects were that used software service for organizational application such as accounting, quality control and Customer Relationship Management (CRM) and etc. software. The subjects were 187organizational customers of these services. Result show that CPV is an essential factor in business to business marketing. The present study showed that CPV influences WOM and customer loyalty and leads to a situation in which customer in addition to act as the firm voice among colleagues and other firms, also considers maintaining his/her interactions with firm. In relation to factors influencing customer perceived value, corporate reputation has the most effect (Standardized Loading = 0.57) and flexibility with standardized loading of 0.35 is the second most important factor showing importance of relationship with customers in B2B market.