Influence of relationship & behavioural aspects on customer retention & loyalty in B2B flexible packaging industry in Bangladesh

Abstract

Business is not all about dealing in products and services. It�s sustainability largely depends on many humane factors involved in managing & maintaining the business relations with customers, vendors and employees especially in case of international business operations. There are many researches, which prove that relationship and behavioural aspects have direct impact on winning customer retention and loyalty. The present study intends to determine the influence of relationship and behavioural aspects on retaining customers and winning loyalty in B2B flexible packaging industry in Bangladesh. The study supports the strong backing of literature review and clear need of such study in Bangladesh with respect to flexible packaging industry in Bangladesh. Theories related to trust, commitment, Salesperson-Customer bonding, loyalty and Cooperation of Salesperson support the research effort with sufficient literature in hand. The research is an attempt to analyse the interdependency between loyalty and the variables of trust, commitment, Salesperson-Customer bonding and cooperation of salesperson and their contribution in loyalty intentions. The study objectives are: (A) to identify the factors that build trust, commitment, cooperation, bonding and loyalty. (B) to study the influence of identified factors on customer loyalty. (C) to develop a model based on factors identified affecting loyalty of customer in B2B segment. The study includes eight hypotheses to be tested. It is a qualitative study, which involves interview in depth with 22 units for B2B flexible packaging as census study in Bangladesh. The study is limited to single main product (Polyester/BOPP Films) sourcing from their suppliers. The expected outcome of the research will be determining the trust, commitment, salesperson-customer bonding and cooperation of sales person and influence on the loyalty consequences chain. The study would help proving the importance of relationship aspect on customer retention & loyalty in B2B industry. � Serials Publications Pvt. Ltd.