Authors: Houcine Akrout
This research captures the evolution of relationship quality between the buyer and the seller, in a B-to-B context, at an international level. The quasi-longitudinal qualitative study of 39 buyers shows that the nature and determinants of the quality of relationships change at each phase of the relationship. Among the determinants, cultural sensitivity plays a key role during the most advanced phases of the relationship. Managerial recommendations are proposed to improve the quality of the relationship for a long-term and sustainable partnership
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)