Managing sustainable practices and logistics value to improve customer loyalty: importers vs. freight forwarders

In B2B context, this study focuses on analysing the loyalty formation process from a set of antecedent multidimensional variables—sustainable practices and logistics value—and the moderating effect of type of customer in maritime transport from the user’s perspective. Based on a sample of 105 importing companies and freight forwarders in Panama, a structural equation model was estimated to test the research hypotheses. The results show the significant influences of sustainable practices on value and value on loyalty. The significant mediating effect of value in the relationship between sustainable practices and loyalty is also verified. It indicates the benefits of the presence of perceived logistics value in B2B relationships since it reinforces the intensity of the links between sustainable practices and loyalty. The moderating role of the type of business was confirmed. Amongst importers, sustainable practices show a significantly greater impact on logistics value than in the freight forwarders group.