The antecedents of communication in buyer-seller relationships

By:

KANG, BOHYEON

Material type:

Mixed materialsPublication details: 2014Description: 5-13Subject(s):

MARKETING

NLM classification:

658.8

In: INDIAN JOURNAL OF MARKETINGMSummary: communication in buyer-seller relationships has an important role in boosting relationship performance. As a conceptual papaer, this study proposes the antecedents of communication in buyer-seller relationships based on relationship marketing andtransaction cost paradigms. From a literature review on relationship marketing and transaction cost literature, this study proposes the eight possible antecedents of communication- conflict, opportunism, unfairness, goal incongruity, cooperation,trust, satisfaction and realtional norms.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		44/3	Available		P15338

communication in buyer-seller relationships has an important role in boosting relationship performance. As a conceptual papaer, this study proposes the antecedents of communication in buyer-seller relationships based on relationship marketing andtransaction cost paradigms. From a literature review on relationship marketing and transaction cost literature, this study proposes the eight possible antecedents of communication- conflict, opportunism, unfairness, goal incongruity, cooperation,trust, satisfaction and realtional norms.

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