Zietsman, Mariëtte LouiseMostert, P.G. (Pierre)Svensson, Goran2023-11-022023Mariëtte Louise Zietsman, Pierre Mostert & Göran Svensson (2023) Precursors and Outcomes of Perceived Value in B2B Banking Services: A Nomological Framework, Journal of Relationship Marketing, 22:4, 330-353, DOI: 10.1080/15332667.2023.2234812.1533-2667 (print)1533-2675 (online)10.1080/15332667.2023.2234812http://hdl.handle.net/2263/93157This paper aims to test a nomological network of the precursors (perceived price, price fairness, and service quality) and the multi-dimensional outcomes (economic satisfaction and non-economic satisfaction; behavioral and attitudinal loyalty) of micro-enterprise customers’ perception of value. Structural equation modeling was used to test a research model and two rival models from data collected from 381 micro-enterprise banking customers. The results show that, by charging fair prices, banks will increase not only micro-enterprises’ positive perceptions of price and service quality, but also their perceptions of value. Positive value perceptions result in greater economic and non-economic satisfaction. This then results in loyalty in both the attitudinal and behavioral senses. Economic satisfaction should first be attained before micro-enterprise customers will be non-economically satisfied and show attitudinal loyalty before behavioral loyalty.en© 2023 Taylor & Francis Group, LLC. This is an electronic version of an article published in Journal of Relationship Marketing, vol. 22, no. 4, pp. 330-353, 2023, doi : 10.1080/15332667.2023.2234812. Journal of Relationship Marketing is available online at : https://www.tandfonline.com/loi/wjrm20.Business-to-business (B2B) relationshipsBankingPrice fairnessPerceived valueService qualityPerceived priceEconomic satisfactionNon-economic satisfactionBehavioral loyaltyAttitudinal loyaltySDG-08: Decent work and economic growthPostprint Article