Building trust in the fresh produce industry
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
School
Department of Agribusiness
Collection
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.
Related items
Showing items related by title, author, creator and subject.
-
Mohd Nawi, Nolila (2009)In this study of the Western Australia apple industry, a pluralistic methodology was employed to provide an economic and social evaluation of the various trading relationships between growers and their preferred downstream ...
-
Exploring the nature of long-term buyer-seller relationships in the Western Australian wine industryBatt, Peter (2001)The nature of the relationship between wineries and wine grape growers is largely one of interdependence; to produce good quality wines, wineries need a reliable supply of good quality grapes. Both the wineries and grape ...
-
Batt, Peter; Wilson, H. (2000)Since the majority of grape growers and wine makers in Western Australia are family enterprises, they are highly risk averse and suspicious of unfamiliar exchange partners. In the absence of formal contracts, the nature ...