Purpose: Though extant literature has identified goods-based brand image (GBBI) and services-based brand image (SBBI) as drivers of business-to-business (B2B) loyalty, their relative importance has remained unexplored. This study aims to bridge this gap. Design/methodology/approach: The authors...

Purpose: This study aims to identify evolution and advancement in the field of business-to-business (B2B) loyalty knowledge area by analyzing its intellectual structure. Design/methodology/approach: The authors use bibliometric analysis for quantitative evaluation of scholarly studies published...

Purpose: The purpose of this study is to explore the impact of other customer's opinion on a service firm and its alliance on the evaluation of the airline by the focal customer by integrating qualitative and quantitative user-generated content. The study also explores the relative importance...