Strategies to Improve the Brand Image of B2B Service Companies
DOI:
https://doi.org/10.38035/gijea.v4i4.908Keywords:
Brand Equity, B2B Marketing, Company Image, Customer Satisfaction, Digital MarketingAbstract
This research analyzes the effect of digital marketing on the image of Business-to-Business (B2B) service organizations, with customer satisfaction as an intervening variable. Digital transformation compels B2B providers to develop corporate images through integrated, customer-experience-oriented digital marketing strategies. This quantitative study employs an explanatory design with cross-sectional data. Primary data were gathered via five-point Likert scale questionnaires from 110 respondents across 20 B2B service organizations using purposive sampling. Digital marketing is measured by email, SEO, advertising, content, and social media. Customer satisfaction is assessed through trust and commitment, while company image includes brand reputation, recognition, emotionality, and loyalty. Data analysis used LISREL software with covariance-based Structural Equation Modelling (SEM). Findings indicate that digital marketing significantly and beneficially affects customer satisfaction and corporate image. Moreover, customer satisfaction positively impacts company image and serves as an intervening element that strengthens the relationship between digital marketing and corporate image. B2B organizations should focus on personalized services and consistent brand identity across digital channels. Theoretically, this study enriches literature on digital marketing capabilities, customer satisfaction, and brand equity within B2B service sectors.
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