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Why dissatisfied customers still desire long-term relationships

Access Status
Open access
Authors
Batt, Peter
Date
2001
Type
Conference Paper

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Citation
Batt, Peter. 2001. Why dissatisfied customers still desire long-term relationships, in Hakansson, H. and Solberg, C.A. and Huemer, L. and Steigum, L. (ed), Interactions, relationships and networks: Strategic dimensions, Proceedings of the 17th Annual IMP Conference, Sep 1 2001, pp. 1-17. Oslo, Norway: Norwegian Institute of Management.
Source Title
Interactions, Relationships and Networks: Strategic Dimensions.
School
Department of Agribusiness
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Abstract

A model of long-term relationships between potato farmers and their seed suppliers in the highlands of the Northern Phillipines reveals that while farmers are generally dissatisfied with the nature of their relationship with their most preferred seed supplier, they nevertheless seek to maintain that relationship. The desire to maintain the relationship is derived directly from the seed supplier's offer quality and the various commitments the preferred seed supplier makes to share the risks of growing potatoes in a highly unpredictable environment. The farmer's dissatisfaction is derived primarily from the seed supplier's inability to deliver good quality seed cost effectively and to adequately reward the farmer for their efforts in growing and harvesting the potato crop.