Abstract
Abstract: In B2B inter-enterprise relationship management, "relationship quality" plays an important role in enterprise practice. In the past, the research on relationship quality mainly focused on the relationship between enterprises and consumers, while the research on relationship quality between enterprises and customers in the B2B field, especially between engineering enterprises and customers, was less, and from the perspective of models, there were relatively few articles on the relationship between relationship quality and its antecedents and aftereffects (Wang Xiao, Chen Ye, Li Zhong, 2016). What are the main influencing factors of customer relationship quality of B2B enterprises and how do they work?
This paper mainly combines the value co-creation theory and the B2B relationship quality theory to study the enterprise customer relationship quality in the context of value co-creation, and discusses the influencing factors of enterprise customer relationship quality from the perspective of different subjects, as well as the internal relationship between enterprise customer relationship quality and customer loyalty, and constructs an integrated model of enterprise customer relationship quality. Reveal the influencing factors of relationship quality from the practical level, analyze the successful experience of customer relationship quality of engineering B2B enterprises, summarize the specific improvement path, and provide the improvement direction for the same type of enterprises. Finally, the paper distributed the questionnaire of the relationship quality model through the questionnaire star platform, recovered 309 valid questionnaires, and tested the structural model hypothesis of the collected data with the help of SPSS26 and AMOS24 software. The empirical results found that:(1) Special asset investment may have a significant positive impact on the quality of corporate customer relationship. (2) Service quality may have a significant positive impact on enterprise customer relationship quality. (3) Information sharing may have a significant positive impact on enterprise customer relationship quality. (4) The positive predictive effect of customer responsibility behavior on relationship quality is not significant. The author believes that this result is related to the number and type of cooperative enterprises. Under objective conditions, the number of cooperative enterprises available is limited, which leads to the failure of this hypothesis. (5) Private relationship may have a significant positive impact on the quality of corporate customer relationship. (6) Mutual communication may have a significant positive impact on the quality of corporate customer relations. (7) Enterprise customer relationship quality may have a significant positive impact on customer loyalty.
This paper applies the value co-creation theory to the research of customer relationship quality of B2B enterprises, so that enterprises realize the importance of value co-creation between enterprises and customers. By analyzing the influencing factors of relationship quality, enterprises can understand which factors are positive and which are negative for improving relationship quality, so that enterprises can formulate relevant measures according to the positive factors, effectively improve relationship quality, and ultimately improve the competitiveness of enterprises in the market and promote the improvement of enterprise performance.