Purpose

Extant literature on business-to-business (B2B) has largely ignored studying multi-homing through a psychological lens. This paper aims to outline the results of three constituent studies, which were designed to reveal potential differences in multi-homers’ versus single-homers’ loyalty behaviors in a B2B and supply chain management (SCM) setting; identify factors that differentiate single-homers and multi-homers in these settings; and examine the relevance and effect of perceived risk on multi-homing behaviors.

Design/methodology/approach

In Studies 1 and 2, the authors used a questionnaire-based survey to capture the perceptions of 503 and 458 SCM experts, respectively. They then deployed AMOS v.21 to perform structural equation modeling. In Study 3, the authors used a mixed-methods approach to interview 18 SCM experts and then applied these insights to a survey with 242 SCM experts.

Findings

Study 1 reveals that multi-homers’ loyalty toward their preferred SP has a weaker effect on willingness to pay premium prices and share-of-wallet than single-homers’ loyalty. Study 2 establishes that several attitudinal factors distinguish multi-homers from single-homers in a loyalty framework. Study 3 concludes that perceived risk dimensions promote multi-homing intention, which in turn promotes multi-homing behavior.

Originality/value

Through empirical investigation, the present research succeeds in establishing that multi-homing is a concern for SPs, deciphering the attitudinal factors that distinguish multi-homers and single-homers in a loyalty framework, and confirming the influence of perceived risk dimensions on multi-homing. Thus, the study has several theoretical and practical implications for B2B services in emerging economies.

中文翻译：

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B2B 服务中的多归属：心理学视角

目的

现有的关于企业对企业 (B2B) 的文献在很大程度上忽略了通过心理镜头研究多宿主。本文旨在概述三项构成研究的结果，这些研究旨在揭示 B2B 和供应链管理 (SCM) 环境中多居者与单居者忠诚行为的潜在差异；确定在这些环境中区分单居者和多居者的因素；并检查感知风险对多归属行为的相关性和影响。

设计/方法/方法

在研究 1 和 2 中，作者分别使用基于问卷的调查来获取 503 名和 458 名 SCM 专家的看法。然后，他们部署了 AMOS v.21 来执行结构方程建模。在研究 3 中，作者使用混合方法采访了 18 位 SCM 专家，然后将这些见解应用于对 242 位 SCM 专家的调查。

发现

研究 1 表明，与单身人士的忠诚度相比，多居者对其首选 SP 的忠诚度对支付溢价和钱包份额的意愿的影响较弱。研究 2 确定，在忠诚度框架中，有几个态度因素可以区分多居者和单居者。研究 3 得出的结论是，感知风险维度促进了多归属意图，这反过来又促进了多归属行为。

原创性/价值

通过实证调查，本研究成功地确定了多归属是 SP 关注的问题，破译了忠诚度框架中区分多归属和单归属的态度因素，并确认了感知风险维度对多归属的影响。 . 因此，该研究对新兴经济体的 B2B 服务具有若干理论和实践意义。