Exploring buyer-seller relationships in developing countries: Empirical evidence from the Philippines
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Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC 1999)
Empirical evidence collected from comprehensive personal interviews with potato farmers in Northern Luzon revealed a total of twenty three constructs that may influence the development of long-term buyer-seller relationships in developing countries. Satisfaction with the seed suppliers offer quality and the farmer's satisfaction with the exchange, the willingness of the seed supplier to communicate, to make adaptions and to provide education and training programs, relational norms, trust and commitment, dependence and uncertainty are established. However, how important each of these constructs are in the development of long-term buyer-seller relationships and determining which constructs are antecedents to the development of a long-term relationship and which constructs are an outcome of the relationship has yet to be ascertained.
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