Customer satisfaction and loyalty in B2B relationships: a systematic review of relational and digital drivers
DOI:
https://doi.org/10.53088/jmdb.v6i2.3042Keywords:
B2B Relationships, Customer Satisfaction, Customer Loyalty, Relationship Quality, Digital InnovationAbstract
Business-to-business (B2B) relationships form the foundation of competitive advantage in modern supply chains; however, research on the factors influencing customer satisfaction and loyalty remains fragmented and dominated by pre-digital relational paradigms. This study aims to synthesize the key determinants of B2B customer satisfaction and loyalty through a systematic literature review based on the PRISMA 2020 protocol. A total of 47 articles indexed in Scopus and Emerald Insight from the 2020–2026 period were systematically analyzed. The results indicate that trust and commitment are the most consistent determinants of customer satisfaction and loyalty. Furthermore, information technology-enabled transparency, the quality of tracking information, and ethical data governance strengthen trust formation within digital B2B ecosystems. Conversely, conflict and opportunism act as moderators that weaken the link between satisfaction and loyalty. This study proposes a shift in perspective from dyadic relationships to a digitally integrated, network-based approach and emphasizes the importance of strengthening digital capabilities and relational investments to enhance B2B customer loyalty.
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