Journal
BRITISH FOOD JOURNAL
Volume 114, Issue 10-11, Pages 1501-1516Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/00070701211263046
Keywords
Buyer-seller relationships; Price satisfaction dimensions; Cluster analysis; Dairy industry; Malaysia; Value chain; Food industry
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Purpose - Research on buyer-seller relationships in the agricultural sector receives little attention. A growing body of evidence suggests that strengthening buyer-seller relationships fosters more efficient supply chains. Much of the long-term relationship literature tends to treat suppliers as a homogeneous group when identifying motivations, strategies and incentives to enhance the quality of buyer-seller relationships. This article aims to explore the role of long-term relationships between buyers and sellers in Malaysia's dairy industry, taking into consideration the heterogeneous nature of producers. Design/methodology/approach - The study examines variation in relationship quality (trust, satisfaction, and commitment), loyalty and price satisfaction dimensions, using data from a survey of 133 dairy producers. Findings - Cluster analysis suggests two well-defined groups differing in terms cif demographic characteristics and relationship perceptions about their buyers. Practical implications - The study results highlight ways milk buyers can develop and promote more appropriate and efficient marketing strategies with milk producers. Originality/value - This study provides evidence of producer relationship segmentation in an agricultural industry of an emerging economy.
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