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    Building trust in the fresh produce industry

    169750_43284_10893.pdf (29.45Kb)
    Access Status
    Open access
    Authors
    Batt, Peter
    Date
    2001
    Type
    Conference Paper
    
    Metadata
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    Citation
    Batt, Peter J. 2001. Building trust in the fresh produce industry, in Chetty, S. and Collins, B. (ed), Bridging Marketing Theory and Practice, Proceedings of the Australian and New Zealand Marketing Academy Conference, Dec 1-5 2001. Auckland, New Zealand: Massey University.
    Source Conference
    Bridging Marketing Theory and Practice
    ISBN
    0473082063
    School
    Department of Agribusiness
    URI
    http://hdl.handle.net/20.500.11937/10214
    Collection
    • Curtin Research Publications
    Abstract

    In the fresh produce industry, a grower's trust in their preferred market agent is derived primarily from the market agent's reputation. As a favourable reputation is derived from many satisfactory transactions where the grower believes that they have been adequately rewarded and treated fairly and equitably, there is a high correlation between satisfaction and trust. Market agent's have the opportunity to build trust by responding quickly to grower's complaints, by not engaging in opportunistic trading practices, and, through the provision of education and training programs, to ensure grower's fully understand the needs of customers.

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