PurposeThe aim of this article is to provide an understanding of how satisfaction, quality, and value affect repurchase and positive word‐of‐mouth in a business‐to‐business (B2B) setting. Most previous studies in this area apply to business‐to‐consumer (B2C) situations.Design/methodology/approachA survey of 382 users of freight services was undertaken in the USA. An exploratory pilot study was undertaken to gain a better understanding of these users and to test the research instrument. Structural equation modeling was used to test the constructs.FindingsThe results showing the best‐fit model identified a number of relationships that were unexpected. These are discussed in detail.Practical implicationsManagers have a model, survey instrument and methodology that service firms can use to establish what they are doing right or wrong to retain customers. Managers are also given guidelines on how to increase customer satisfaction in B2B services.Originality/valueThis paper deals with these constructs in a B2B service environment.

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to specify and test factors surrounding relationship strength between buyers and suppliers in a global, business-to-business (B2B) services context. In so doing, the paper helps extend relationship marketing theories to this under-researched domain. Design/methodology/approach -A literature review, along with results of field interviews and surveys, provide a conceptual framework for the relationship strength formation process in the context of multi-cultures. The research then tests a model of hypothesized relationships using structural equation modeling. Findings -The paper confirms the influence of perceived value, switching costs and relationship quality (satisfaction, trust and affective commitment) on relationship strength. As predicted, relationship quality mediates the influence that perceived value has on relationship strength. Switching costs further mediate the influence that relationship quality has on relationship strength which, in turn, influences substitution scarcity. No support, however, was offered for the proposed moderating influence that national culture (as measured by a buyer's country masculinity and individualism) has on quality/strength linkages and value/strength linkages.Research limitations/implications -The sample of buyers in 42 countries includes a higher share of buyers from individualist than collective countries. Consequently, a more balanced cultural sample may have supported the otherwise rejected proposition that culture has a moderating impact on relationship building. Practical implications -The study provides managerially relevant ("actionable") results which may help buyers execute customer retention strategies that lead to higher customer profitability. Originality/value -This study adds to the limited literature on building B2B service relationships in a global context. The paper seeks to provide a balanced account of the social and economic aspects of relationship strength formation.

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