A dyad perspective of buyer-seller relationships - the case of Taiwan agribusinesses
Paper
Paper/Presentation Title | A dyad perspective of buyer-seller relationships - the case of Taiwan agribusinesses |
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Presentation Type | Paper |
Authors | |
Author | Ng, Eric |
Editors | Spanjaard, Daniela, Denize, Sara and Sharma, Neeru |
Journal or Proceedings Title | Proceedings of the 2008 Australian and New Zealand Marketing Academy Conference (ANZMAC 2008) |
ERA Conference ID | 76596 |
Number of Pages | 7 |
Year | 2008 |
Place of Publication | Australia |
ISBN | 1863081445 |
Web Address (URL) of Paper | http://www.anzmac-2008.org/_Proceedings/Index.html |
Conference/Event | ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat |
ANZMAC Conference | |
Event Details | ANZMAC Conference Australian and New Zealand Marketing Academy Conference Rank C C C C C |
Event Details | ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat Parent ANZMAC Conference Event Date 01 to end of 03 Dec 2008 Event Location Sydney, Australia |
Abstract | The research reported in this study investigates how agribusinesses in Taiwan evaluate their existing business relationships and identifies the areas for improvement. These areas were examined in terms of the variables of the five-stage buyer-seller relationships development process from the existing literature and this was achieved through a series of 20 in-depth interviews conducted with 10 agribusinesses from a dyadic perspective. The findings revealed that at the early stages of the relationship, organisations were concern with achieving product and service reliability and quality. Whilst trust, commitments, co-operation, shared goals, social and structural bonds were regarded as more critical in the later stages of the relationship for the development of a closer long-term relationship. The research findings also highlighted five areas for improvement in a buyer-seller relationship that could vary in their relevance and importance at each level of the relationship. |
Keywords | agribusiness; Taiwan |
ANZSRC Field of Research 2020 | 350602. Consumer-oriented product or service development |
350606. Marketing research methodology | |
350604. Marketing communications | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9yy2y/a-dyad-perspective-of-buyer-seller-relationships-the-case-of-taiwan-agribusinesses
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