Inderscience Publishers

Relationship value in Thai business-to-business marketing: an empirical study

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Buyer-seller relationship in business-to-business has been perceived as one of the key strategies in business sustainability. However, different international marketplaces require different business strategies to foster buyer-seller-relationship. This study examines what contributes to the business relationship in the Thai context. Marketing, product, technical, logistics, financial, risk-reduction, informational and strategic benefits were tested as variables to predict buyer-seller relationship in Thailand. The study reveals significant differences in factors contributing to relationship among business in the city and country. The results verify that risk-reduction strategy and marketing benefits for partners are strongly recommended as key relationship building strategies with Thai partners.

Keywords: relationship value, business consumers, customer-supplier relationships, buyer-seller relationship, Thailand, business-to-business, B2B marketing, risk reduction

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