Article: Antecedents of loyalty in business-to-business electronic commerce Journal: International Journal of Business Forecasting and Marketing Intelligence (IJBFMI) 2026 Vol.11 No.2 pp.191 - 212 Abstract: This study conducts a systematic literature review (SLR) to analyse the antecedents of loyalty in business-to-business electronic commerce (eB2B). The research explores how relationship quality, trust, satisfaction, and service touchpoints contribute to developing and sustaining customer loyalty from both buyer and seller perspectives. Utilising the SPAR-4-SLR protocol, the review follows three stages: assembling studies from Web of Science and Scopus (2005-2023). The findings reveal a significant shift in eB2B marketing from transactional exchanges to behavioural interactions that foster loyalty, highlighting the crucial roles of relationship quality, trust, satisfaction, and comprehensive service touchpoints. This SLR provides the first extensive synthesis of loyalty mechanisms in eB2B, offering actionable insights for marketers and managers. It underscores the importance of integrating marketing intelligence and innovative methodologies in business forecasting, aligning with contemporary practices and theories to enhance strategic decision-making and contribute to sustainable business growth. Inderscience Publishers - linking academia, business and industry through research

Title: Antecedents of loyalty in business-to-business electronic commerce

Authors: Claudimar Pereira da Veiga; Cássia Rita Pereira da Veiga; Leandro Ferreira Di Iorio; Zhaohui Su

Addresses: Fundação Dom Cabral – FDC, Av. Princesa Diana, 760 Alphaville, Lagoa dos Ingleses, Nova Lima, MG, 34018-006, Brazil; School of Management, Federal University of Paraná, Lothário Meissner, 632, Jardim Botânico, Curitiba, PR 80210-170, Brazil ' Department of Health Services Management, School of Nursing, Federal University of Minas Gerais, Av. Alfredo Balena, 190, Belo Horizonte-MG 30130-100, Brazil ' Fundação Dom Cabral – FDC, Av. Princesa Diana, 760 Alphaville, Lagoa dos Ingleses, Nova Lima, MG, 34018-006, Brazil ' School of Public Health, Institute for Human Rights, Southeast University, Nanjing 210009, China

Abstract: This study conducts a systematic literature review (SLR) to analyse the antecedents of loyalty in business-to-business electronic commerce (eB2B). The research explores how relationship quality, trust, satisfaction, and service touchpoints contribute to developing and sustaining customer loyalty from both buyer and seller perspectives. Utilising the SPAR-4-SLR protocol, the review follows three stages: assembling studies from Web of Science and Scopus (2005-2023). The findings reveal a significant shift in eB2B marketing from transactional exchanges to behavioural interactions that foster loyalty, highlighting the crucial roles of relationship quality, trust, satisfaction, and comprehensive service touchpoints. This SLR provides the first extensive synthesis of loyalty mechanisms in eB2B, offering actionable insights for marketers and managers. It underscores the importance of integrating marketing intelligence and innovative methodologies in business forecasting, aligning with contemporary practices and theories to enhance strategic decision-making and contribute to sustainable business growth.

Keywords: business intelligence; industrial marketing; business-to-business; buyer-seller interaction; buyer-seller relations; e-commerce; loyalty.

DOI: 10.1504/IJBFMI.2026.152675

International Journal of Business Forecasting and Marketing Intelligence, 2026 Vol.11 No.2, pp.191 - 212

Received: 03 Jul 2024
Accepted: 18 Jul 2024
Published online: 07 Apr 2026 *

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Title: Antecedents of loyalty in business-to-business electronic commerce

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