Building Long-term Buyer-Seller Relationships In Food Chains
Building on the extent literature of buyer-seller relationships, we develop a model that describes the relationship building process. Starting from the suppliers offer quality, we demonstrate how relational satisfaction leads to trust and the customers desire to maintain the relationship. These variables are examined in relation to the situational factors
(dependence and the exchange partners willingness to make idiosyncratic investments).
Author(s): Batt, Peter J
Organizations(s): Curtin University of Technology, Perth, WA