Abstract
In effort to focus research attention on emerging business-to-business (B2B) virtual communities (VCs), we review and extend business-to-consumer (B2C) literature, resource-advantage theory and relationship marketing to describe how community-hosting organisations build brand loyalty in B2B markets. We explain how functional usefulness, system quality, business opportunity, dialogue initiation and response frequency impact B2B VC commitment and brand loyalty towards the community-hosting organisation. Results of this study support hypotheses that B2B VCs critically impact relationship marketing. Further, functional usefulness, system quality, business opportunity, dialogue initiation and response frequency impact B2B community commitment and brand loyalty.
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