Sustaining Success in B2B Partnerships: Exploring Intention to Continue the Relationship

This study aimed to analyze the influence of service quality, relationship marketing, perceived value, and satisfaction on intention to continue relationships in the business-to-business context of lubricant companies in Indonesia. We utilized the theoretical perspectives of the Social Exchange Theory and Expectation-Confirmation Theory. The research sample comprised 135 distributors of lubricant companies in Indonesia selected through saturated sampling. Data collection employed a survey method, and data were analyzed using PLS-SEM. The results indicate that service quality and relational marketing significantly affect perceived value while perceived value significantly influences satisfaction. However, the direct influence of perceived value on the intention to continue relationships was not significant. Conversely, satisfaction was found to have a significant positive influence on the intention to continue relationships. These findings underscore the importance of integrating sustainability principles into service quality, relationship marketing, and satisfaction strategies to foster long-term business relationships in the B2B context within the lubricant industry in Indonesia.