Going beyond the traditional business to consumer air transport passenger perspective, this paper examines what we can learn from combining transaction marketing (TM) and relationship marketing (RM) orientations in respect to customer loyalty in the context of business to business (B2B) freight transportation markets. We model and examine post-transactional air freight express (integrator) customer behavior of 170 manufacturing companies and our results suggest that both TM and RM orientations influence customer loyalty as TM has a positive direct and indirect impact on loyalty due an mediating effect on RM outweighing potential dark side effects of RM on customer loyalty. This indicates that transaction-based marketing can support a relationship structure with the aim to nurture customer loyalty in B2B freight markets. In contrast to theoretical notions and contradictions between simultaneous competition/cooperation and interdependence/dependence of customers and service providers, we show that managers of freight and logistics companies should embrace the coexistence of TM and RM approaches and develop strategies that value long-standing transactional customers as they provide opportunities to create effective customized solutions.

中文翻译：

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是什么推动了货运客户的忠诚度？空运快递行业的不同营销方式

本文超越了传统的企业对消费者航空运输乘客的视角，研究了我们可以从企业对企业 (B2B) 货运背景下的客户忠诚度方面结合交易营销 (TM) 和关系营销 (RM) 方向中学到什么市场。我们对 170 家制造公司的交易后空运快递（集成商）客户行为进行建模和研究，我们的结果表明，TM 和 RM 取向都会影响客户忠诚度，因为 TM 对忠诚度有积极的直接和间接影响，因为对 RM 的中介作用超过RM对客户忠诚度的潜在负面影响。这表明基于交易的营销可以支持旨在培养 B2B 货运市场客户忠诚度的关系结构。