Buyer and Seller Relationship in Malaysia's Dairy Industry
The role of relationship marketing in business to business relationship
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This book examines buyer and seller relationships between dairy producers and milk buyers in Malaysia. The study investigates the determinants of long-term relationships. While relationship marketing has received considerable attention in many industry sectors, few studies have addressed the food industry. The existing agri-food studies emphasize long-term relationships, investigating variables such as trust, relationship quality and quanxi networks. This book addresses how buyers and sellers interact and what influences them to engage in longer-term relationships to improve their business per...
This book examines buyer and seller relationships between dairy producers and milk buyers in Malaysia. The study investigates the determinants of long-term relationships. While relationship marketing has received considerable attention in many industry sectors, few studies have addressed the food industry. The existing agri-food studies emphasize long-term relationships, investigating variables such as trust, relationship quality and quanxi networks. This book addresses how buyers and sellers interact and what influences them to engage in longer-term relationships to improve their business performance.
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