Building trust in the fresh produce industry
Access Status
Open access
Authors
Batt, Peter
Date
2001Type
Conference Paper
Metadata
Show full item recordCitation
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.
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