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

Nattavud Pimpa

International Journal of Business and Globalisation, 2009, vol. 3, issue 3, 325-337

Abstract: 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. (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbglo:v:3:y:2009:i:3:p:325-337

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