The dynamics of customer loyalty in B2C: understanding the buyer-seller relationship chain

This research aims to understand the relational mechanisms that shape customer loyalty in the B2C context by validating the mediating role of relational quality. A mixed approach was used: an exploratory qualitative study conducted among consumers initially identified the salient dimensions of relational quality, which served as the basis for constructing a sequential relational model that was quantitatively tested on a sample of 135 customers in different sectors of activity. The results based on structural equation modelling (Past Least Square) validate the arrangement of the facets of relational quality identified with buyer satisfaction and loyalty towards the seller to form a cumulative relational chain inherent to the buyer-seller dyad in the B2C context. Our conclusions contribute to enriching the theoretical framework of relational selling. The study provides managerial implications that reinforce the relational practices of salespeople.