The antecedents of communication in buyer-seller relationships
Material type: Mixed materialsPublication details: 2014Description: 5-13Subject(s): NLM classification:- 658.8
Item type | Current library | Call number | Vol info | Status | Date due | Barcode | |
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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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