B2B buyers and consumers are alike in at least one way: product quality is the key determinant of their loyalty. In a new study, Merkle reveals that product quality matters more than anything else to B2B buyers’ loyalty once they’ve established a relationship with a B2B vendor/supplier or joined its loyalty program.
That was true of buyers surveyed in both North America and the UK. It also aligns with research on the consumer side, which has likewise found quality to be the key ingredient of customer loyalty. Read the rest at MarketingCharts.com.