TY  - GEN
AU  - KANG, BOHYEON
TI  - The antecedents of communication in buyer-seller relationships
PY  - 2014///
KW  - MARKETING
N2  - 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
ER  -